The Impact of Dynamic Presentation Format on Consumer Preferences for Hedonic Products and Services

Volume: 79, Issue: 6, Pages: 34 - 49
Published: Nov 1, 2015
Abstract
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...
Paper Details
Title
The Impact of Dynamic Presentation Format on Consumer Preferences for Hedonic Products and Services
Published Date
Nov 1, 2015
Volume
79
Issue
6
Pages
34 - 49
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