The influence of camera angle on evaluating low and high involvement products

This study addressed the question whether camera angle (high or low) had an impact on the evaluation of low and high involvement products. Pictures of low involvement products were hypothesized to be evaluated more positive when photographed from a low camera angle compared to a high camera angle. These camera angle effects were tested in an experiment where subjects viewed pictures from both a low and a high involvement product from either a high or a low camera angle. The results did not support the hypothesis. Furthermore, no proof was found that camera angle effects occur more often (or are stronger) in the low involvement product pictures then in the high involvement product pictures.