Affective contents of cross-cultural audiovisual experience

Cañas-Bajo, Jose; Perälä, Piia; Silvennoinen, Johanna; Saariluoma, Pertti

doi:10.1145/2818187.2818294

Experiencing Commercial Videos for Online Shopping

Cañas-Bajo

¹

,

Silvennoinen

²

2018

Advances in Media, Entertainment, and the Arts

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Although online shopping has become a popular and convenient instrument for companies to buy and sell products, the design of these web-shops does not always offer the rich multisensory experiences that physical retailing offers. In the chapter, the authors argue that introducing audio-visual contents in the design could provide dynamic multisensory information to offer more engaging experiences to the consumer. Despite existing controversies regarding universalism of the emotional experiences induced by perceptual processes, the authors present evidence that suggests cultural modulations of videos experiences. Spanish and Finnish participants interacted with audiovisual products depicting videos of a culturally loaded brand design. Content analysis of participants' verbalizations helped to identify categories and subcategories that defined the representation of the video elements and their relative weight depending on the cultural background of the viewer. Although results indicate common elements affecting viewers of the two countries, they differ in the relative weight to global aesthetics features.

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Experiencing Commercial Videos for Online Shopping

Cañas-Bajo

¹

,

Silvennoinen

²

2021

Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business

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Although online shopping has become a popular and convenient instrument for companies to buy and sell products, the design of these web-shops does not always offer the rich multisensory experiences that physical retailing offers. In the chapter, the authors argue that introducing audio-visual contents in the design could provide dynamic multisensory information to offer more engaging experiences to the consumer. Despite existing controversies regarding universalism of the emotional experiences induced by perceptual processes, the authors present evidence that suggests cultural modulations of videos experiences. Spanish and Finnish participants interacted with audiovisual products depicting videos of a culturally loaded brand design. Content analysis of participants' verbalizations helped to identify categories and subcategories that defined the representation of the video elements and their relative weight depending on the cultural background of the viewer. Although results indicate common elements affecting viewers of the two countries, they differ in the relative weight to global aesthetics features.

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Cross-Cultural Factors in Experiencing Online Video Contents in Product Marketing

Cañas-Bajo

¹

,

Silvennoinen

²

2017

International Journal of Art, Culture, Design, and Technology

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3

0

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Although online shops represent convenient tools to buy and sell products, they do not offer as rich multisensory experiences than physical retailing offers. Audio-visual contents could provide dynamic multisensory information and offer more engaging experiences. However, to be successful, audio-visual contents need to be adjusted to the cultural characteristics of the users. This manuscript presents a study in which Spanish and Finnish participants interacted with audiovisual products depicting videos of the brand design. Through content analysis of participants' verbalizations, the authors identified categories and subcategories that defined the representation of the video elements and their relative weight depending on the cultural background of the viewer. Although results indicate common elements affecting viewers of the two countries, they differ in the relative weight to global aesthetics features. The results of this study can be utilized in designing audio-visual representations of products for online shops taking into account the cultural factors affecting the design practice.

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Affective contents of cross-cultural audiovisual experience

Cited by 3 publications

References 17 publications

Experiencing Commercial Videos for Online Shopping

Experiencing Commercial Videos for Online Shopping

Experiencing Commercial Videos for Online Shopping

Cross-Cultural Factors in Experiencing Online Video Contents in Product Marketing

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