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

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

12 Scopus Citations
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Author(s)

  • Ki-Young Lee
  • Hairong Li
  • Steven M. Edwards

Detail(s)

Original languageEnglish
Pages (from-to)377-396
Journal / PublicationInternational Journal of Advertising
Volume31
Issue number2
Publication statusPublished - 2012
Externally publishedYes

Abstract

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.

Citation Format(s)

The effect of 3-D product visualisation on the strength of brand attitude. / Lee, Ki-Young; Li, Hairong; Edwards, Steven M.

In: International Journal of Advertising, Vol. 31, No. 2, 2012, p. 377-396.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review