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 journal › peer-review
Author(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 377-396 |
| Journal / Publication | International Journal of Advertising |
| Volume | 31 |
| Issue number | 2 |
| Publication status | Published - 2012 |
| Externally published | Yes |
Link(s)
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 journal › peer-review
