The impact of visual perspectives in advertisements on access‐based products
Sining Kou,
Shen Duan,
Yiran (Eileen) Zhang
et al.
Abstract:Digitalization has promoted the development of the sharing economy by facilitating exchanges that provide consumers with temporary access to products. Hence, enhancing consumers’ preference for access‐based products is critical for marketing practitioners and researchers. This study proposes an effective advertising strategy to enhance access‐based consumption based on the adoption of an appropriate visual perspective in advertising design. We demonstrate that advertisements that adopt a third‐person (first‐pe… Show more
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