推拉镜头动态呈现如何影响消费者比较决策: 动态心理距离视角的整合框架

With the widespread adoption of short-form video and the ongoing contentization of e-commerce, dynamic advertising presentations have become a common format in online retail. Prior research has largely contrasted dynamic versus static presentations, yet a systematic account of how zoom-in and zoom-out shots—as cues of real motion—affect consumers’ comparative decision making remains underdeveloped. Drawing on psychological distance and information-processing perspectives, this article advances adynamic-distance account: by altering consumers’ perceived dynamic psychological distance, zoom-in and zoom-out presentations activate distinct processing orientations, thereby reshaping comparison strategies and choice outcomes. We develop the framework across three levels. First, at the product level, we explain how zoom-in versus zoom-out differentially shifts preferences toward hedonic versus utilitarian options. Second, at the brand level, we integrate the Stereotype Content Model with power-orientation theory to delineate distinct pathways through which zoom-in/zoom-out influences warmth versus competence judgments of brands. Third, at the attribute level, building on construal level theory and global/local processing, we explicate how zoom-in/zoom-out drives switching between attribute-by-attribute comparison and alternative-based (overall) evaluation, ultimately affecting choice. By integrating previously dispersed evidence, this research strengthens the theoretical explanation of dynamic advertising presentations and offers actionable managerial implications for e-commerce platforms and brands regarding product display design and information-structure optimization.