估价(财务)
介绍(产科)
支付意愿
偏爱
产品(数学)
体验式学习
营销
服务(商务)
计算机科学
广告
业务
经济
微观经济学
心理学
数学教育
几何学
放射科
医学
数学
财务
作者
Anne L. Roggeveen,Dhruv Grewal,Claudia Townsend,R. Krishnan
摘要
Manufacturers and online retailers are readily availing themselves of new technologies to present their merchandise using a variety of formats, including static (still image) and dynamic (video) portrayal. Building on vividness theory, the authors propose and demonstrate that presenting products and services using a dynamic visual format enhances consumer preference for hedonic options and willingness to pay for those options. The dynamic presentation format increases involvement with the product/service experience in a manner presumably similar to that of the actual product experience. The result is an increased preference for and valuation of hedonic options. This holds true for experiential and search products in single and joint evaluations and carries over to subsequent choices. Across all studies, the results demonstrate that a dynamic (relative to static) presentation format enhances choice of the hedonically superior (vs. utilitarian-superior) option by more than 79%.
科研通智能强力驱动
Strongly Powered by AbleSci AI