市场营销系学术讲座系列2020年第3讲

主 题：The Effect of Slow Motion Video on Consumer Inference

主讲人: Yunlu Yin (University of Hong Kong)

时 间：2020-10-20 09:00

地 点：明商713会议室

语 言：中英文

讲座摘要：

Video advertisements often show actors and influence agents consuming products in slow motion. By prolonging depictions of consumption utility, slow motion cinematographic effects ostensibly provide greater social proof and help signal product qualities that are otherwise difficult to infer visually (e.g., taste, smell, comfort, haptic sensations, etc.). Ten studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online studies—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem overtly intentional and extrinsically motivated. We also rule out alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. We conclude by discussing potential cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and managerial implications for visual marketing, especially on digital and social platforms.

主讲人简介：

Yunlu Yin is a Ph.D. candidate in marketing at The University of Hong Kong. His research program, which is rooted in consumer psychology and cognitive science, endeavors to tackle problems that are both relevant to the marketer but also theoretically important. By employing a diverse range of methodologies, including lab and field experiments, empirical analysis of large-scale digital trace data, and neuro-cognitive tools, his research focuses on 1) cognitive underpinnings of sensory and media marketing, and 2) biological drivers of consumption. Before joining HKU, he completed his Master degree in Psychology at Peking University and his Bachelor degree in Economics at Nanjing Forestry University.