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EMAC 2023 Annual

Speed down, fresh up: how food motion speed in advertising videos influences freshness perception

Published: May 24, 2023


Kathy LIU, the Hong Kong PolyTechnic University; Lu MENG, the Hong Kong PolyTechnic University; Yijie WANG, the Hong Kong PolyTechnic University; Sining KOU, Renmin University of China


Video marketing has become the dominant form of advertising, leading to an increasing interest of researchers to explore the influence of video’s elements on consumer behavior. This research explores the impact of food motion speed in advertising video on food freshness perception. Five studies provide convergent support for our hypothesis that slow (vs. fast) food motion in the video will increase consumers' freshness perception of the food, and this effect is mediated by consumer’s subjective perception of time speed. Furthermore, food type is demonstrated as a moderator of the effect on subsequent marketing consequences. The author concludes by highlighting the potential theoretical contribution to literature of visual marketing and food perception. Limitations and managerial implications for food industry and social media practice were also discussed.