That’s my version of Sophia University researchers’ explanation for a video zoom effect they identified: When a video ad starts with a closeup of a luxury product and then zooms out, viewers’ interest in product purchase is greater than if the video had zoomed in from overview to closeup. The zoom-out portrays the exclusivity of distance, and so reinforces the perception of luxury.
The zoom-out advantages weren’t seen if the product was positioned as a non-luxury purchase. Nor did the effect appear with static presentations, that is, when showing a photo of a closeup and then a photo of a more distant view. The animation enhances the perception of moving away.
The researchers checked for other possible explanations of the effect. Video ads that are more interesting, arouse suspense, or indicate scarcity might generate perceptions of luxury. None of these three characteristics were rated by consumers as greater in the zoom-out than in the zoom-in ad. But other studies do verify the value of you using interestingness, suspense, and scarcity signals in your video advertising.
Also, other research demonstrates benefits, as well as liabilities, in generating perceptions of distance. Researchers at University of Chicago found that shoppers who characterized themselves as smart rather than not smart expressed a higher preference for products they’d have to travel across town to purchase compared to preference for equivalent products they could purchase nearby. These shoppers also evaluated products more positively when the products had been pushed back on the shelves rather than being in easy reach.
Emotional reactions become less intense when a prospective purchase is perceived to be at a distance. According to studies at University of Colorado-Boulder, University of Oviedo in Spain, and Lieberman Research Worldwide, this is true for highly positive emotions—such as the thrill in having the item—and for highly negative emotions—such as anger at flawed product performance—and for all the emotions in-between. In these studies, distance could come from selecting an item to be used in the future rather than starting now, selecting an item for use by someone else rather than one’s own use, or considering an item after reading an ad rather than in the store.
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