It’s alive! How kinetic property in ads shapes novelty perceptions
We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show thatinanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we showthat this effect is driven by perceptions o...
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2014
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sg-smu-ink.lkcsb_research-63772017-12-29T08:10:40Z It’s alive! How kinetic property in ads shapes novelty perceptions KIM, Junghan LAKSHMANAN, Arun We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show thatinanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we showthat this effect is driven by perceptions of ad aliveness and product atypicality. 2014-10-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/5378 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6377/viewcontent/acr_v42_17661.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing |
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Singapore Management University |
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SMU Libraries |
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Asia |
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Singapore Singapore |
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InK@SMU |
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English |
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Marketing |
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Marketing KIM, Junghan LAKSHMANAN, Arun It’s alive! How kinetic property in ads shapes novelty perceptions |
| description |
We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show thatinanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we showthat this effect is driven by perceptions of ad aliveness and product atypicality. |
| format |
text |
| author |
KIM, Junghan LAKSHMANAN, Arun |
| author_facet |
KIM, Junghan LAKSHMANAN, Arun |
| author_sort |
KIM, Junghan |
| title |
It’s alive! How kinetic property in ads shapes novelty perceptions |
| title_short |
It’s alive! How kinetic property in ads shapes novelty perceptions |
| title_full |
It’s alive! How kinetic property in ads shapes novelty perceptions |
| title_fullStr |
It’s alive! How kinetic property in ads shapes novelty perceptions |
| title_full_unstemmed |
It’s alive! How kinetic property in ads shapes novelty perceptions |
| title_sort |
it’s alive! how kinetic property in ads shapes novelty perceptions |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2014 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/5378 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6377/viewcontent/acr_v42_17661.pdf |
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