3128 
2639广告动态感是指广告包含实际动态或隐含动感，分别称为动态广告和动感广告。动态广告通常采用动态视觉形式展现广告对象，而动感广告则通过在静态广告中增加动感元素来制造隐含动感。本文首先对动态广告和静态的动感广告概念进行了辨析，同时总结概括了两者的异同。随后，本文重点总结了广告动态感的营销效果，主要包括对特定属性感知的影响以及对整体态度与行为偏好的影响两个方面，并归纳了影响广告动态感作用效果的产品相关因素、营销传播相关因素和消费者相关因素。接下来，本文总结出其背后的主要机制，即情绪机制、联想机制和参与机制。在此基础上，本文提出了有关广告动态感的未来潜在研究方向，以期促进未来相关学术研究和商业实践的发展。
广告动态感的营销效果及其影响因素和作用机制
摘要
参考文献
1 魏华, 汪涛, 冯文婷, 等. 文字品牌标识正斜对消费者知觉和态度的影响[J]. 管理评论,2018, 30(2): 136-145. DOI:10.14120/j.cnki.cn11-5057/f.2018.02.013
2 钟科, 王海忠, 杨晨. 感官营销研究综述与展望[J]. 外国经济与管理,2016, 38(5): 69-85. DOI:10.16538/j.cnki.fem.2016.05.006
4 Aly M, Ranganath C, Yonelinas A P. Neural correlates of state- and strength-based perception[J]. Journal of Cognitive Neuroscience,2014, 26(4): 792-809. DOI:10.1162/jocn_a_00532
5 Brasel S A, Hagtvedt H. Living brands: Consumer responses to animated brand logos[J]. Journal of the Academy of Marketing Science,2016, 44(5): 639-653. DOI:10.1007/s11747-015-0449-2
6 Chang C T, Chu X Y. The give and take of cause-related marketing: Purchasing cause-related products licenses consumer indulgence[J]. Journal of the Academy of Marketing Science,2020, 48(2): 203-221. DOI:10.1007/s11747-019-00675-5
7 Cian L, Krishna A, Elder R S. This logo moves me: Dynamic imagery from static images[J]. Journal of Marketing Research,2014, 51(2): 184-197. DOI:10.1509/jmr.13.0023
9 Coyle J R, Thorson E. The effects of progressive levels of interactivity and vividness in web marketing sites[J]. Journal of Advertising,2001, 30(3): 65-77. DOI:10.1080/00913367.2001.10673646
11 Goldstein D G, Suri S, McAfee R P, et al. The economic and cognitive costs of annoying display advertisements[J]. Journal of Marketing Research,2014, 51(6): 742-752. DOI:10.1509/jmr.13.0439
12 Guido G, Pichierri M, Nataraajan R, et al. Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories[J]. Journal of Business Research,2016, 69(12): 6048-6057. DOI:10.1016/j.jbusres.2016.06.003
13 Gvili Y, Tal A, Amar M, et al. Fresh from the tree: Implied motion improves food evaluation[J]. Food Quality and Preference,2015, 46: 160-165. DOI:10.1016/j.foodqual.2015.07.015
14 Hao R H, Shao B J, Ma R. Impacts of video display on purchase intention for digital and home appliance products—Empirical study from China[J]. Future Internet,2019, 11(11): 224. DOI:10.3390/fi11110224
15 Hirai M, Hiraki K. An event-related potentials study of biological motion perception in human infants[J]. Cognitive Brain Research,2005, 22(2): 301-304. DOI:10.1016/j.cogbrainres.2004.08.008
16 Hsee C K, Yang Y, Zheng X S, et al. Lay rationalism: Individual differences in using reason versus feelings to guide decisions[J]. Journal of Marketing Research,2015, 52(1): 134-146. DOI:10.1509/jmr.13.0532
17 Hsieh Y C, Chen K H. How different information types affect viewer’s attention on internet advertising[J]. Computers in Human Behavior,2011, 27(2): 935-945. DOI:10.1016/j.chb.2010.11.019
19 Jia H, Kim B K, Ge L. Speed up, size down: How animated movement speed in product videos influences size assessment and product evaluation[J]. Journal of Marketing,2020, 84(5): 100-116. DOI:10.1177/0022242920925054
20 Keller P A, Block L G. Vividness effects: A resource-matching perspective[J]. Journal of Consumer Research,1997, 24(3): 295-304. DOI:10.1086/209511
21 Kim J, Lakshmanan A. How kinetic property shapes novelty perceptions[J]. Journal of Marketing,2015, 79(6): 94-111. DOI:10.1509/jm.14.0284
22 Kim J, Lakshmanan A. Do animated line graphs increase risk inferences?[J]. Journal of Marketing Research,2021, 58(3): 595-613. DOI:10.1177/00222437211002128
23 Kourtzi Z, Kanwisher N. Activation in human MT/MST by static images with implied motion[J]. Journal of Cognitive Neuroscience,2000, 12(1): 48-55. DOI:10.1162/08989290051137594
24 Krishna A. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior[J]. Journal of Consumer Psychology,2012, 22(3): 332-351. DOI:10.1016/j.jcps.2011.08.003
25 Kuisma J, Simola J, Uusitalo L, et al. The effects of animation and format on the perception and memory of online advertising[J]. Journal of Interactive Marketing,2010, 24(4): 269-282. DOI:10.1016/j.intmar.2010.07.002
26 Lalwani A K, Shavitt S. You get what you pay for? Self-construal influences price-quality judgments[J]. Journal of Consumer Research,2013, 40(2): 255-267. DOI:10.1086/670034
27 Lang A. The limited capacity model of mediated message processing[J]. Journal of Communication,2000, 50(1): 46-70. DOI:10.1111/j.1460-2466.2000.tb02833.x
28 Lavie N, Hirst A, de Fockert J W, et al. Load theory of selective attention and cognitive control[J]. Journal of Experimental Psychology: General,2004, 133(3): 339-354. DOI:10.1037/0096-3445.133.3.339
31 Mazar N, Zhong C B. Do green products make us better people?[J]. Psychological Science,2010, 21(4): 494-498. DOI:10.1177/0956797610363538
32 Motoki K, Takahashi N, Velasco C, et al. Is classical music sweeter than jazz? Crossmodal influences of background music and taste/flavour on healthy and indulgent food preferences[J]. Food Quality and Preference,2022, 96: 104380. DOI:10.1016/j.foodqual.2021.104380
33 Motoyama H, Hishitani S. The brain mechanism that reduces the vividness of negative imagery[J]. Consciousness and Cognition,2016, 39: 59-69. DOI:10.1016/j.concog.2015.11.006
34 Mourey J A, Elder R S. Dynamic by design: How incorporating dynamism in advertising affects evaluations[J]. Journal of the Association for Consumer Research,2019, 4(4): 422-435. DOI:10.1086/705035
35 Mulier L, Meersseman E, Vermeir I, et al. Food on the move: The impact of implied motion in pictures on food perceptions through anticipated pleasure of consumption[J]. Foods,2021, 10(9): 2194. DOI:10.3390/foods10092194
36 Nairne J S, Pandeirada J N S, Gregory K J, et al. Adaptive memory: Fitness relevance and the hunter-gatherer mind[J]. Psychological Science,2009, 20(6): 740-746. DOI:10.1111/j.1467-9280.2009.02356.x
37 New J, Cosmides L, Tooby J. Category-specific attention for animals reflects ancestral priorities, not expertise[J]. Proceedings of the National Academy of Sciences of the United States of America,2007, 104(42): 16598-16603. DOI:10.1073/pnas.0703913104
38 Norman J F, Ross H E, Hawkes L M, et al. Aging and the perception of speed[J]. Perception,2003, 32(1): 85-96. DOI:10.1068/p3478
39 Paivio A, Clark J M. Static versus dynamic imagery[A]. Cornoldi C, McDaniel M A. Imagery and cognition[M]. New York: Springer, 1991.
40 Rapp A, Beitelspacher L S, Grewal D, et al. Understanding social media effects across seller, retailer, and consumer interactions[J]. Journal of the Academy of Marketing Science,2013, 41(5): 547-566. DOI:10.1007/s11747-013-0326-9
41 Roberts R, Callow N, Hardy L, et al. Movement imagery ability: Development and assessment of a revised version of the vividness of movement imagery questionnaire[J]. Journal of Sport and Exercise Psychology,2008, 30(2): 200-221. DOI:10.1123/jsep.30.2.200
42 Roggeveen A L, Grewal D, Townsend C, et al. The impact of dynamic presentation format on consumer preferences for hedonic products and services[J]. Journal of Marketing,2015, 79(6): 34-49. DOI:10.1509/jm.13.0521
43 Shapiro S A, Nielsen J H. What the blind eye sees: Incidental change detection as a source of perceptual fluency[J]. Journal of Consumer Research,2013, 39(6): 1202-1218. DOI:10.1086/667852
44 Sundar S S, Kalyanaraman S. Arousal, memory, and impression-formation effects of animation speed in web advertising[J]. Journal of Advertising,2004, 33(1): 7-17. DOI:10.1080/00913367.2004.10639152
45 Sundar S S, Kim J. Interactivity and persuasion: Influencing attitudes with information and involvement[J]. Journal of Interactive Advertising,2005, 5(2): 5-18. DOI:10.1080/15252019.2005.10722097
46 Suzuki Y, Narumi T, Tanikawa T, et al. Taste in motion: The effect of projection mapping of a boiling effect on food expectation, food perception, and purchasing behavior[J]. Frontiers in Computer Science,2021, 3: 662824. DOI:10.3389/fcomp.2021.662824
47 Thomas N, Mulligan J. Dynamic imagery in children’s representations of number[J]. Mathematics Education Research Journal,1995, 7(1): 5-25. DOI:10.1007/BF03217273
50 Williams J D, Rippon G, Stone B M, et al. Psychophysiological correlates of dynamic imagery[J]. British Journal of Psychology,1995, 86(2): 283-300. DOI:10.1111/j.2044-8295.1995.tb02562.x
51 Yin Y L, Jia J S, Zheng W Y. The effect of slow motion video on consumer inference[J]. Journal of Marketing Research,2021, 58(5): 1007-1024. DOI:10.1177/00222437211025054
52 Yoo C Y, Kim K. Processing of animation in online banner advertising: The roles of cognitive and emotional responses[J]. Journal of Interactive Marketing,2005, 19(4): 18-34. DOI:10.1002/dir.20047
53 Zhang Y K, Xiao S H, Nicholson M. The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: Perspectives from the load theory of attention and cognitive control[J]. Journal of Advertising,2020, 49(5): 592-612. DOI:10.1080/00913367.2020.1789014
引用本文
初星宇, 唐刘露, Dickson Tok, 等. 广告动态感的营销效果及其影响因素和作用机制[J]. 外国经济与管理, 2022, 44(10): 104-116.
导出参考文献，格式为：
下一篇：企业动态竞争行为：研究述评与展望
