EXPRESS: The Effect of Slow Motion Video on Consumer Inference

2021 ◽  
pp. 002224372110250
Author(s):  
Yunlu Yin ◽  
Jayson S. Jia ◽  
Wanyi Zheng
Keyword(s):  
Social Cognition ◽  
Visual Information ◽  
Slow Motion ◽  
Human Influence ◽  
Social Proof ◽  
Managerial Implications ◽  
Product Appeal ◽  
Visual Marketing ◽  
Motion Video ◽  
Rule Out

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.

The Impact of Crowding on Calorie Consumption

2017 ◽  
Vol 44 (5) ◽  
pp. 1123-1140 ◽  
Author(s):  
Stefan J Hock ◽  
Rajesh Bagchi
Keyword(s):  
Consumer Behavior ◽  
Food Item ◽  
Affective Processing ◽  
Environmental Cues ◽  
Calorie Consumption ◽  
Managerial Implications ◽  
The Impact ◽  
Specific Reason ◽  
Human Crowding ◽  
Rule Out

Abstract Consumer behavior is often influenced by subtle environmental cues, such as temperature, color, lighting, scent, or sound. We explore the effects of a not-so-subtle cue—human crowding—on calorie consumption. Although crowding is an omnipresent factor, it has received little attention in the marketing literature. We present six studies showing that crowding increases calorie consumption. These effects occur because crowding increases distraction, which hampers cognitive thinking and evokes more affective processing. When consumers process information affectively, they consume more calories. We show the specific reason for the increase in calories. When given a choice between several different options, people select and eat higher-calorie items, but when presented with only one option, people eat more of the same food item. We document this process, rule out alternative explanations, and discuss theoretical and managerial implications.

Referral Timing and Fundraising Success in Crowdfunding

2020 ◽  
Author(s):  
Gordon Burtch ◽  
Diwakar Gupta ◽  
Paola Martin
Keyword(s):  
Social Networks ◽  
Capital Accumulation ◽  
Process Model ◽  
Early Stage ◽  
Problem Definition ◽  
Model Parameters ◽  
Crowding Out ◽  
Social Proof ◽  
Managerial Implications ◽  
S Curve

Problem definition: Crowdfunding, a relatively new approach for raising capital for early-stage ventures, has grown by leaps and bounds in the past few years. Entrepreneurs launch a campaign on a web platform and solicit contributions from many potential backers. A primary way that entrepreneurs affect fundraising is by leveraging their social networks to drive traffic to their campaign. We address the following question: When should an entrepreneur send out referral links to impel traffic to the campaign web page? Academic/practical relevance: Prior capital accumulation serves as social proof of the project’s “quality,” which can result in herding. However, prior capital accumulation can also lead to crowding out and bystander effects. Entrepreneurs’ social networks strongly affect their chances of success, but they often do not know when to solicit contacts’ involvement. We investigate this question via a combination of empirical and analytical methods, providing guidance for platform owners and entrepreneurs. Methodology: The social proof/herding mechanism leads to a convex-shaped effect of current accumulation on future contributions, the crowding out scenario leads to a concave-shaped effect, and the initial dominance of herding giving way to the later dominance of crowding out leads to a sigmoidal effect (S-shaped curve). We use a Markov decision process model to derive three alternative optimal referral policies, which we fit to proprietary data from a large crowdfunding platform. We explore heterogeneity in relative model fit across different subsamples of our data, demonstrating that our conclusion is stable over a range of scenarios. Results: Using mathematical models, we identify optimal referral strategies under the concave, convex, and S-curve assumptions. Estimating these models on the proprietary data, we show that the S-curve model exhibits the best fit. Based on estimated model parameters, our simulations show that a nonoptimal (e.g., myopic) expenditure of referrals can lead to a substantially smaller accumulation of funds. Managerial implications: The results of this paper help inform both platform owners and entrepreneurs. Platform owners can perform this sort of analysis to provide guidance to entrepreneurs about referral strategy. The entrepreneurs, in turn, learn that in an environment similar to that represented in our data, they will benefit from concentrating their referrals earlier in the fundraising process, while retaining some portion for the final stages of fundraising. The mix of this early versus late referral allocation within the campaign duration may vary depending on the entrepreneurs’ social capital and referral cost.

scholarly journals Concurrent Validity Of A Gait Analysis Application Vs. Slow-motion Video For The Assessment Of A 400 M Walk Test

2018 ◽  
Vol 50 (5S) ◽  
pp. 817
Author(s):  
Nathan W. Saunders ◽  
Alexandra Colacino ◽  
Meghan Hess ◽  
Brianna Gassman ◽  
Uriel Ibarra-Moreno ◽  
...  
Keyword(s):  
Gait Analysis ◽  
Concurrent Validity ◽  
Slow Motion ◽  
Walk Test ◽  
Analysis Application ◽  
Motion Video

A New Approach to Color Slow-Motion Video Recording

1968 ◽  
Vol 77 (12) ◽  
pp. 1300-1302 ◽  
Author(s):  
Clarence Boice
Keyword(s):  
Video Recording ◽  
Slow Motion ◽  
New Approach ◽  
Motion Video

The efficacy of dynamic slow motion video endoscopy as a test of eustachian tube function

2013 ◽  
Vol 127 (7) ◽  
pp. 650-655 ◽  
Author(s):  
A M Augustine ◽  
L Varghese ◽  
R C Michael ◽  
R R Albert ◽  
A Job
Keyword(s):  
Eustachian Tube ◽  
Slow Motion ◽  
Eustachian Tube Dysfunction ◽  
Test Results ◽  
Eustachian Tube Function ◽  
Video Endoscopy ◽  
Clinically Normal ◽  
Tube Dysfunction ◽  
Tube Function ◽  
Motion Video

AbstractObjective:To assess the efficacy of dynamic slow motion video endoscopy as a test of eustachian tube function based on its correlation with the eustachian tube swallow test.Method:The eustachian tube swallow test and dynamic slow motion video endoscopy were performed on 100 clinically normal middle ears of adults undergoing rigid nasal endoscopy for various indications. The dynamic slow motion video endoscopy findings were interpreted by three observers who were blind to the results of the eustachian tube swallow test, and the findings of both techniques were compared.Results:There was a statistically significant correlation between the dynamic slow motion video endoscopy and eustachian tube swallow test results for some of the more lenient criteria. Five of the 100 eustachian tubes had a floppy medial cartilaginous lamina which appeared to contribute to the eustachian tube dysfunction.Conclusion:Dynamic slow motion video endoscopy appeared to over-diagnose eustachian tube dysfunction when used as a standalone test of eustachian tube function. However, when used in combination with other tests of eustachian tube function, it can provide valuable information regarding the structural and functional status of the pharyngeal end of the eustachian tube.

scholarly journals Slow motion increases perceived intent

2016 ◽  
Vol 113 (33) ◽  
pp. 9250-9255 ◽  
Author(s):  
Eugene M. Caruso ◽  
Zachary C. Burns ◽  
Benjamin A. Converse
Keyword(s):  
Mental State ◽  
Human Perception ◽  
Slow Motion ◽  
Popular Media ◽  
Professional Football ◽  
Clock Time ◽  
Mental State Attribution ◽  
Harmful Action ◽  
Tacit Assumptions ◽  
Motion Video

To determine the appropriate punishment for a harmful action, people must often make inferences about the transgressor’s intent. In courtrooms and popular media, such inferences increasingly rely on video evidence, which is often played in “slow motion.” Four experiments (n = 1,610) involving real surveillance footage from a murder or broadcast replays of violent contact in professional football demonstrate that viewing an action in slow motion, compared with regular speed, can cause viewers to perceive an action as more intentional. This slow motion intentionality bias occurred, in part, because slow motion video caused participants to feel like the actor had more time to act, even when they knew how much clock time had actually elapsed. Four additional experiments (n = 2,737) reveal that allowing viewers to see both regular speed and slow motion replay mitigates the bias, but does not eliminate it. We conclude that an empirical understanding of the effect of slow motion on mental state attribution should inform the life-or-death decisions that are currently based on tacit assumptions about the objectivity of human perception.

scholarly journals Dynamic Slow Motion Video Endoscopy as an Adjunct to Impedance Audiometry in the Assessment of Eustachian Tube Function

2017 ◽  
Vol 22 (02) ◽  
pp. 141-145
Author(s):  
Sanoop Sanu ◽  
Shilpa Divakaran ◽  
Sabarinath Vijayakumar ◽  
Sunil Saxena ◽  
Arun Alexander ◽  
...  
Keyword(s):  
Eustachian Tube ◽  
Middle Ear ◽  
Care Center ◽  
Tertiary Care ◽  
Slow Motion ◽  
Nasal Endoscopy ◽  
Complete Agreement ◽  
Impedance Audiometry ◽  
Video Endoscopy ◽  
Motion Video

Introduction Eustachian tube (ET) dysfunction plays an important role not only in the pathophysiology of various middle ear disorders, but also in predicting the outcome of the treatment. As there is no single test that assesses both the anatomic and physiological functions of the ET, a combination of tympanometry and dynamic slow motion video endoscopy may improve the sensitivity of ET function assessment. Objective To find out if there is any correlation between dynamic slow motion nasal video endoscopy and impedance audiometry in assessing ET function in patients with middle ear diseases. Methods Ours was a descriptive study performed with 106 patients attending the Ear, Nose and Throat (ENT) Outpatient Department of a tertiary care center in South India with features suggestive of middle ear disease. All patients underwent impedance audiometry and dynamic slow motion nasal video endoscopy, and were graded based on the severity of the ET pathology. Results A total of 47 out of 97 patients with abnormal endoscopy findings also had abnormal impedance audiometry. The correlation was greater among the patients with higher grades of ET dysfunction. The endoscopy findings of 106 cases, when correlated with middle ear manometry, revealed that 56 cases showed complete agreement, and 50 cases showed disagreement. The nasal endoscopy results, when correlated with middle ear manometry studies by using McNemar's chi-squared (χ2) test, showed a significant association between the 2 tests (p = 0.017). Conclusion There is a significant alteration in middle ear pressure as the severity of the ET tube dysfunction increases. Impedance audiometry and nasal endoscopy provide a better measure of ET function.

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