Measuring the impact of competitive advertising environment and ad-exposure time on 3D posters' effectiveness

Hatzithomas, Leonidas; Zotou, Athina Y.; Palla, Polyxeni

doi:10.1362/147539216x14594362873730

Cited by 2 publications

(1 citation statement)

References 13 publications

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“…Certain technology elements can attract consumers' attention and keep them engaged (e.g., VR). While not directly related, prior studies (Hatzithomas & Zotou, 2016) found that a 3D advertisement catches greater attention when compared to a 2D advertisement while controlling for the time spent on the advertisement. Their study suggests that the multidimensional element of 3D can affect consumers' attention to an advertisement.…”

Section: Discussionmentioning

confidence: 80%

Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR

Moriuchi

Murdy

2022

Psychology and Marketing

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Virtual reality (VR) as a communication tool is increasingly gaining attention in various contexts, including the promotion of fundraising and donation‐based activities. Recent academic literature tends to focus on VR as a valuable tool for human‐human donation, with little consideration of the human‐animal donation context. Furthermore, the use of key flagship species can encourage donations for the specific animal and provide broader conservation and economic benefits, including encouraging tourism and visitor spending. However, work needs to explore VR as a tool for flagship species donation versus other forms of communication tools and the impact this could have on broader conservation goals. Two studies were conducted to investigate VR in a human‐animal donation context using two modalities (VR and static advertisement). Study 1 investigates the mediating role of psychological elements: empathy and enjoyment, while Study 2 examines the mediating role of technological elements of VR: usability and telepresence. We found that VR increases enjoyment and engagement with the flagship species, increasing the likelihood of donating. VR also increases telepresence, and the usability of the VR tool positively affects donors' likelihood to donate. Our findings inform a future research agenda to consider VR in a donation context further.

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Section: Discussionmentioning

confidence: 80%

Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR

Moriuchi

Murdy

2022

Psychology and Marketing

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La imagen como vehículo para la presentación del producto: diseño experimental para comparar su percepción a través de pantallas 2D y 3D

2017

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En un escenario donde coexisten distintas tecnologías de pantalla, resulta de interés para diseñadores y publicistas saber cómo preparar las imágenes en cada caso para que resulten más eficaces a la hora de presentar visualmente un producto. El presente artículo pone en valor distintos trabajos que han ahondado en el estudio de estas materias, y propone las pautas a seguir para el diseño de un experimento que ayude a entender cómo puede variar la valoración de un producto al ser presentado visualmente en una pantalla 3D o en una 2D, ayudando a determinar las características que debería tener una composición para que el producto destacara en ella y para que la imagen global resultase más atractiva.

show abstract

Measuring the impact of competitive advertising environment and ad-exposure time on 3D posters' effectiveness

Cited by 2 publications

References 13 publications

Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR

Increasing donation intentions toward endangered species: An empirical study on the mediating role of psychological and technological elements of VR

La imagen como vehículo para la presentación del producto: diseño experimental para comparar su percepción a través de pantallas 2D y 3D

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