When and how slow motion makes products more luxurious
journals.sagepub.com
When and how slow motion makes products more luxurious
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Re: When and how slow motion makes products more luxurious
#2From the abstract -
Across 12 experiments (total N = 27,227, five preregistered), we demonstrate that when a video ad depicts a product in slow motion (vs. regular speed), consumers perceive the featured product or brand as more luxurious. The effect emerges across various product categories (chocolate, shampoo, mineral water, wine) and in different countries (United States, United Kingdom, France). Tests of mediation and moderation suggest that the effect occurs because viewing a slow-motion ad increases feelings of immersion, which in turn lead consumers to expect greater hedonic value from the featured product and thus view it as more luxurious. Consistent with this account, the effect weakens when video blurriness or buffering impairs the immersive viewing experience afforded by slow motion, and the effect attenuates among consumers very weakly or very strongly predisposed to experience immersion. Finally, by enhancing perceptions of luxuriousness, slow motion subsequently boosts consumers’ desire for the featured product or brand (as manifested by higher willingness-to-pay, purchase intentions, and ad click rates), particularly when the goal to consume luxury is salient (vs. not).
Re: When and how slow motion makes products more luxurious
#3Rarely do I shoot things at "normal" frame rates. I find things much more interesting at different frame rates. Shooting 60fps for 24fps playback is just slow enough to give it the look discussed without going extreme high frame rates. I don't have anything that shoots higher than 120fps, but going into those extremely high rates is just surreal.
Going the opposite direction, I love time lapse as well. Seeing things that seem perceptually static move in playback can reveal a lot of interesting things that happen at rates too slow for our hectic hustle and bustle life styles to appreciate.
Re: When and how slow motion makes products more luxurious
#4Rarely do I shoot things at "normal" frame rates. I find things much more interesting at different frame rates. Shooting 60fps for 24fps playback is just slow enough to give it the look discussed without going extreme high frame rates. I don't have anything that shoots higher than 120fps, but going into those extremely high rates is just surreal. Going the opposite direction, I love time lapse as well. Seeing things…
Seeing something in slow motion is seeing something more clearly. You have time to observe it better, to understand it better. You feel like you get something more out of it, and thus it is more valuable to you and to the advertisers.
Re: When and how slow motion makes products more luxurious
#5Rarely do I shoot things at "normal" frame rates. I find things much more interesting at different frame rates. Shooting 60fps for 24fps playback is just slow enough to give it the look discussed without going extreme high frame rates. I don't have anything that shoots higher than 120fps, but going into those extremely high rates is just surreal. Going the opposite direction, I love time lapse as well. Seeing things…
The YouTuber Tom Scott did a video shot in the style of a music video that was really interesting, and one of the things that surprised me was how little of the video was shot using the "right" frame right - for example, they shot dancers at a slightly slower frame rate then speed the footage up to make them look more in sync, or slowed other shots down to make them feel more dreamy. But only fairly subtly, so that you don't necessarily notice it if you're not looking for it.
There's definitely something fascinating about playing with playback speeds.
Re: When and how slow motion makes products more luxurious
#6>viewing a slow-motion ad increases feelings of immersion, which in turn lead consumers to expect greater hedonic value from the featured product and thus view it as more luxurious.
Not limited to ads. Number of products deliberately slow down some functions/aspects objectively worsening functionality, but the effect increases perceived value.
- Tape Decks used to open tape drawers veeery slowly, the slower the "better".
- adding mass to objects even when their main purpose depends on users moving them.
Re: When and how slow motion makes products more luxurious
#7>viewing a slow-motion ad increases feelings of immersion, which in turn lead consumers to expect greater hedonic value from the featured product and thus view it as more luxurious. Not limited to ads. Number of products deliberately slow down some functions/aspects objectively worsening functionality, but the effect increases perceived value. - Tape Decks used to open tape drawers veeery slowly, the slower the "bett…
I forgot about that with tape decks. It’s been 27 years probably and as soon as you say it I feel it again. It was so luxurious and tactile. Like a spaceship version of that physical aspect people love of vinyl
Re: When and how slow motion makes products more luxurious
#8Rarely do I shoot things at "normal" frame rates. I find things much more interesting at different frame rates. Shooting 60fps for 24fps playback is just slow enough to give it the look discussed without going extreme high frame rates. I don't have anything that shoots higher than 120fps, but going into those extremely high rates is just surreal. Going the opposite direction, I love time lapse as well. Seeing things…
The YouTuber Tom Scott did a video shot in the style of a music video that was really interesting, and one of the things that surprised me was how little of the video was shot using the "right" frame right - for example, they shot dancers at a slightly slower frame rate then speed the footage up to make them look more in sync, or slowed other shots down to make them feel more dreamy. But only fairly subtly, so that y…
Some one in a commentary track for some movie (I know really specific here, but the brain is fuzzy on the details) used a phrase that has always stuck with me when talking about their use of off speed frame rates. They used the term "imperceptible slow motion". It's not slo-mo for slo-mo sake, but just enough to give it that slight not normal feel.
The director of the Shield would switch from normal 24fps to 30fps in camera to playback at 30fps. So it wasn't slow motion, but the switch in frame rate gave it just enough of a difference to get the viewer to feel it. So there's a lot of things that can be done that are perceptible subconsciously without making it a slap in the face type of effect.
Re: When and how slow motion makes products more luxurious
#9From the abstract - Across 12 experiments (total N = 27,227, five preregistered), we demonstrate that when a video ad depicts a product in slow motion (vs. regular speed), consumers perceive the featured product or brand as more luxurious. The effect emerges across various product categories (chocolate, shampoo, mineral water, wine) and in different countries (United States, United Kingdom, France). Tests of mediatio…
> a slow-motion ad increases feelings of immersion
A good example being the 1992 Cadbury's Flake advert.
So much codified in this advert, I dont know where to begin! Its certainly not Northern and Shell Ltd.
https://www.youtube.com/watch?v=9AATTN5p30A&ab_channel=Histo...
Edit. Looks like the subliminal UK electioneering is underway on Youtube, after watching the above advert, the link below is the next suggestion and its an Anti UK Labour political party advert.
So Google & Youtube are also engaged in rigging elections of foreign countries besides Facebook.
https://www.youtube.com/watch?v=be_IeW6sRcw&ab_channel=TheRe...
Re: When and how slow motion makes products more luxurious
#10Just this week I added shimmer loading effects to a mobile application, and after playing around with some of the configuration decided to have the shimmer go fairly slow (~2 seconds to cross whole screen width).
I am not sure if it would be the same underlying cause, but it just felt better than any of the faster speeds I tried.