How do 3-dimensional images promote products on the Internet?

Yung Kyun Choi; Charles Taylor

doi:https://doi.org/10.1016/j.jbusres.2014.04.026

doi.org/10.1016/j.jbusres.2014.04.026

How do 3-dimensional images promote products on the Internet?

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Journal of Business Research11.30

Volume: 67, Issue: 10, Pages: 2164 - 2170

Published: Oct 1, 2014

Abstract

The study investigates 3D virtual advertising as it affects the online shopping environment. It examines the vividness of mental imagery as a mediator, and consumers' need for touch and product type as moderators of the effects. An experiment conducted with 207 study participants and two product types, a watch and a jacket, indicates overall that 3D advertising outperforms 2D advertising in effectiveness. The vividness of mental imagery appears...