Is Slow Motion Necessary? A Study on the Impact of Brand Advertising Presentation Speed on Consumer Brand Attitude

Abstract

In the era of big data, individuals are inundated with a substantial amount of information daily. The explosive growth of information juxtaposed with limited attention spans creates a contradiction, making it imperative for businesses to attract and capture consumer attention to gain competitive advantage. Video advertisements enhance the comprehensive presentation of product information by incorporating various visual and textual elements. However, when the amount of information exceeds consumers' capacity for effective processing, it may diminish consumers' brand attitudes. Slow-motion techniques elongate the duration of specific actions, thereby reducing the volume of information consumers receive per unit of time and lowering cognitive load. This reduction in cognitive load potentially enhances consumers' attitudes towards advertised brands. Thus, the following hypotheses are proposed: H1: Slow-motion advertisements can enhance consumers' brand attitudes; H2: Cognitive load mediates the effect of slow-motion advertisements on brand attitudes; H3: Cognitive focus moderates the effect of slow-motion advertisements on consumer brand attitudes; H3a: For consumers focused on the process, slow-motion enhances brand attitudes; H3b: For consumers focused on outcomes, the effect of slow-motion on brand attitudes is less pronounced.