“Dynamic Visual Stimuli for Marketing Communication: A Grounded Theory Approach” by Mr. Junghan Kim
Mr. Junghan Kim
PhD Candidate in Marketing
School of Management
State University of New York at Buffalo
This research develops and tests a grounded‐theory framework that provides new insights on how to create effective motion‐based marketing stimuli such as motion graphics and kinetic typography. Drawing upon theories such as Gestalt psychology, recognition‐by‐components, visual complexity, experimental aesthetics, and graphic design, Studies 1‐2 lay out empirical groundwork that identifies three latent factors (i.e., figure‐ground contrast, scene framing, and component dynamism) which potentially affect how visually coherent a given motion graphic ad is. Next, a series of experimental studies tests whether and how the identified factors shape visual coherence as well as downstream marketing outcomes. Study 3 demonstrates that component dynamism – systematic movement patterns (e.g., symmetrical and parallel motion path, similarity in motion velocity) embedded in individual ad components – enhances perceived coherence, which in turn leads to greater product evaluations. Study 4 further shows that scene framing that generates visual simplicity (vs. complexity) of the overall ad scenes increases visual coherence as well as purchase intentions. Going forward, Study 5 tests how scene framing may interact with component dynamism. Overall, this research is among the first to develop a comprehensive, integrative framework that describes the various antecedents of visual coherence in motion graphics.