The effect of 3-D product visualisation on the strength of brand attitude

This study investigates the effect of 3-D product visualisation on attitude accessibility and attitude confidence, two non-evaluative dimensions of attitudes that have not been studied in previous research. The experiment analysed two versions of a website (3-D vs 2-D), in which the capacity to interact with the product has been manipulated. The results show that consumers’ brand attitudes formed via an interactive 3-D product are more accessible and held with greater confidence, in comparison with those formed via the product presented in a static 2-D mode. The study also reveals the mechanism underlying such influences – that is, the enhanced perceived diagnosticity and mental imagery, as well as their interaction, account for the effect of 3-D product visualisation on the strength of brand attitude.