Dynamic by Design: How Incorporating Dynamism in Advertising Affects Evaluations

Keywords

digital advertising, dynamic design elements, marketing

Abstract

As consumers spend more time engaging with digital media and companies shift marketing budgets accordingly, the number of digital advertisements capable of incorporating dynamic design elements has also increased. Traditional media, like television commercials, have long incorporated movement and action, but very little research has considered the potential consequences that subtle dynamic design elements, like changing color saturation for visual stimuli and stereo panning for audio stimuli, might have on consumers. Five studies demonstrate that exposure to subtle, dynamic design elements bolsters evaluations in subsequent rating tasks (e.g., product liking, willingness to pay, prosocial concern). Effects obtain for subjective ratings that permit personal opinion but do not obtain for objective ratings for which definitive answers exist. Evidence for the proposed underlying process—state-level arousal—is provided, and a boundary condition is shown to exist via annoyance: dynamism that is both arousing and annoying can lead to a net negative effect for evaluations.

Original Publication Citation

Mourey, James A. & Ryan S. Elder (2019) “Dynamic by Design: How Incorporating Dynamism in Advertising Affects Evaluations,” Journal of the Association for Consumer Research, 4(October), 422-35.

Document Type

Peer-Reviewed Article

Publication Date

2019

Publisher

Journal of the Association for Consumer Research

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Full Professor

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