The impact of visual perspectives in advertisements on access‐based products

作者：Sining Kou, Shen Duan, Yiran Zhang, Zhiling Wang, Lu Meng · 发表于：Psychology and Marketing · 年份：2024 · DOI：10.1002/mar.21960 · 被引用次数：15 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Digital Marketing and Social Media、Evolutionary Psychology and Human Behavior

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‐person) perspective increase (decrease) consumers’ preference for access‐based products. Mental simulation and psychological ownership mediate this effect; in addition, this effect is moderated by advertising appeal. Five empirical studies provide convergent evidence in support of the study's proposed hypotheses. These findings contribute to research on access‐based products and visual perspective and suggest innovative visual strategies for marketing practitioners.