Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention

Abstract

This research focused on a novel property of product videos, namely the zoom effect, and examined how it affects consumers’ product perceptions and purchase intentions. The results of the studies conducted confirmed our hypothesis that a product video shot with the zoom‐out (vs. zoom‐in) effect, that is, changing the focus from the product’s details to an overview of the product, enhances consumer perception of the product’s luxuriousness (Study 1) and purchase intention (Study 2). The effect of zooming‐out (vs. zooming‐in) on luxury perception was driven by perceived exclusivity via differences in perceptual distance to the product (Study 2). Furthermore, the present research also demonstrated that the zooming’s effect on purchase intention was moderated by brand positioning; that is, the zoom‐out (vs. zoom‐in) effect used in product videos increased purchase intention for luxury (but not non‐luxury) brand products (Study 3). These findings contribute to a better understanding of the role of videographic techniques in advertising products’ luxuriousness to consumers.