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The effect of the camera angle on product evaluation : consumer knowledge as a mediating factor?

Hellmann, Alina (2012) The effect of the camera angle on product evaluation : consumer knowledge as a mediating factor?

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Abstract:This study aimed to examine whether the vertical camera angle has an influence on the product evaluation. Therefore the central research question in this study was: “Does the camera angle have an effect on the product evaluation?”. As an addition to other research done in this field, this study has focused furthermore on the role of consumer knowledge and whether there is an interaction effect between the consumer knowledge and the Need for Cognition, a factor that was found to play a crucial role in the camera angle effect in other studies. The guiding questions for these aspects were:” Does consumer knowledge influence the camera angle effect?” and “Is there an interaction between consumer knowledge and the Need for Cognition?”. In order to examine these questions, 159 participants have completed an online survey, which had a 2 x 2 design – an experimental group with a product description which induced consumer knowledge followed by a product photo either taken from a high camera angle or a low camera angle and a control group without the product description but also with either one of the both camera angle conditions. Furthermore the surveys contained the revised Need for Cognitions Scale consisting of 18 items and a product evaluation questionnaire consisting of 13 items, both with a 5-point Likert scale. The results showed a camera angle effect, even though the product - a fully automatic coffee and espresso center – was judged positive in both conditions. The high camera angle, in which the product was shown 30° above eye level, resulted in a more favorable evaluation than the low camera angle, in which the product was shown 30° below eye level. The consumer knowledge was no mediating factor of the camera angle effect and due to this no interaction effect between the consumer knowledge and the Need for Cognition could be detected.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/61837
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