In search for the reversed camera angle effect

This study was performed as a search for the reversed camera angle effect. It investigated if the evaluation of “strong” and “weak” products can be influenced by the camera angle. It was hypothesized that the strong products will be rated higher from a low camera angle and the weak products will be rated higher from a high camera angle because their intrinsic properties will be emphasized by the camera angle. The rating of the products was done on the evaluative factor with a seven point Likert scale. In this study both hypotheses were partly confirmed, there was a main camera angle effect found for one of the three strong products and there was a reversed camera angle effect found for two of the three weak products. The basis of the theory and the collected data give hope for future research for the reversed camera angle effect. Recommendations for future research are to take into account the role that Need For Cognition (NFC) has on product evaluation and to ensure a careful selection of products that carry the intrinsic properties that are hypothesized to be emphasized by the camera angle.