The effect of 3-D product visualisation on the strength of brand attitude

AbstractThis study investigates the effect of 3-D product visualisation on attitude accessibility and attitude confidence, two non-evaluative dimensions of attitudes that have not been studied in previous research. The experiment analysed two versions of a website (3-D vs 2-D), in which the capacity to interact with the product has been manipulated. The results show that consumers' brand attitudes formed via an interactive 3-D product are more accessible and held with greater confidence, in comparison with those formed via the product presented in a static 2-D mode. The study also reveals the mechanism underlying such influences – that is, the enhanced perceived diagnosticity and mental imagery, as well as their interaction, account for the effect of 3-D product visualisation on the strength of brand attitude. Additional informationNotes on contributorsKi-Young LeeKi-Young Lee (PhD, Michigan State University) is an assistant professor in the Department of Communication at Rochester Institute of Technology. His research addresses consumer psychology in new media and strategic media management and has appeared in Journalism and Mass Communication Quarterly, International Journal of Internet Marketing and Advertising and the Korean Journal of Advertising research.Hairong LiHairong Li is a professor in the Department of Advertising, Public Relations, and Retailing at Michigan State University. His research covers theoretical and managerial issues of interactive advertising, digital media and place branding. He is past editor of the Journal of Interactive Advertising and an editorial board member of several academic journals in the United States, Europe and Asia. He directs Panmedia Institute, a media think tank in Beijing, China.Steven M. EdwardsSteven M. Edwards (PhD, University of Texas at Austin) is a professor in the Temerlin Advertising Institute at Southern Methodist University and editor of the Journal of Interactive Advertising. His research explores persuasive communication in new media environments. Other research explores product placements, and disclaimers and retouching in ads. He advocates for the profession of advertising and highlights socially responsible advertising on advirtues.com