Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.
- B.A. Economics, Yale University 2008
- Ph.D. Marketing, Stanford University Graduate School of Business 2013
Dr. Jia’s expertise is in behavioral science and consumer psychology in the digital era. His research interests include digital consumption experiences, the psychology of risk and uncertainty, and social and mobility networks. His recent work combines social and natural experiments with large-scale digital field data, for example by using human movement data from mobile phones to model the spread of COVID-19 risk, using mobile app data to map population-scale psychological preferences, and using natural shocks to understand the role of social networks in driving behavior during emergencies.
Dr. Jia’s research has been published in top tier basic science, management, marketing, and psychology journals such as Nature, Nature Communications, Management Science, Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. His work has received media coverage from popular outlets including BBC, Business Insider, Scientific American, The Guardian, Psychology Today, Stanford Business Magazine, Harvard Business Review, MIT Sloan Review, MSN, Wall Street Journal, Forbes, Xinhua, People’s Daily, Bilibili and Jinri Toutiao.
Dr. Jia collaborates extensively with major international internet technology, telecom, retail, and MarTech companies in projects varying from optimizing visual engagement to leveraging social and mobility data for digital advertising to using digital trace data to deepen consumer insights.
- Digital Marketing (MKTG 3524 for undergraduates, MSMK7004 for MSc)
- Yunlu Yin, Jayson S. Jia, Wanyi Zheng (2021). The Effect of Slow Motion Video on Consumer Inference. Journal of Marketing Research, 58(5), 1007-1024.
- Jayson S. Jia, Yiwei Li, Xin Lu, Yijian Ning, Nicholas A. Christakis, Jianmin Jia (2021). Triadic Embeddedness Structure in Family Networks Predicts Mobile Communication Response to a Sudden Natural Disaster. Nature Communications, 12, 4286.
- Daniella Kupor, Jayson S. Jia, Zakary Tormala (2021). Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion. Personality and Social Psychology Bulletin, 47(5), 691-704.
- Jayson S. Jia, Xin Lu, Yun Yuan, Ge Xu, Jianmin Jia, Nicholas A. Christakis (2020). Population Flow Drives Spatio-Temporal Distribution of COVID-19 in China. Nature, 582, 389-394.
- Jia, Jayson S., Jianmin Jia, Christopher K. Hsee, Baba Shiv (2017). The Role of Hedonic Behavior in Reducing Perceived Risk: Evidence From Postearthquake Mobile-App Data. Psychological Science, 28(1), 23-35.
- Jia, Jayson S., Uzma Khan, Ab Litt (2015). The Effect of Self-Control on the Construction of Risk Perceptions. Management Science, 61(9), 2259-2280.
- Jia, Jayson S., Baba Shiv, Sanjay Rao (2014). The Product-Agnosia Effect: How More Visual Impressions Affect Product Distinctiveness in Comparative Choice. Journal of Consumer Research, 41(2), 342-360.
- Dai, Xianchi, Ping Dong, Jayson S. Jia (2014). When Does Playing Hard to Get Increase Romantic Attraction? Journal of Experimental Psychology: General, 143(2), 521-526.
- Tormala, Zakary L., Jayson S. Jia, Michael I. Norton (2012). The Preference for Potential. Journal of Personality and Social Psychology, 103(4), 567-583.
- “The Impact of Previews on the Enjoyment of Multi-component Extended Multimedia Experiences,” Jayson S. Jia, Baba Shiv
- “The Limitations of Digital Lifestyles during the COVID-19 Pandemic” Jianmin Jia, Yun Yuan, Jayson S. Jia
- “Social Constraints on Human Mobility with High Speed Rail,” Jayson S. Jia, Yiwei Lee, Yijian Ning, Nicholas Christakis, Jianmin Jia
- “The Importance of Embedded Ties,” Jayson S. Jia, Yiwei Lee, Xin Lu, Nicholas Christakis, Jianmin Jia
- “Advertising Blink: Seeing but not Remembering Serially Presented Visual Marketing,” Yunlu Yin, Jayson S. Jia
- “The Social Characteristics Driving Mobile Social Response to Strangers,” Jayson S. Jia, Xianchi Dai, Jianmin Jia, MSI Working Paper # 2020, 20-108
- “Recency and Reciprocity Drive the Evolution of Social Networks”, Xin Lu, Jayson S. Jia, Jianmin Jia
- 2019 MSI Young Scholar, Marketing Science Institute
- 2012 Alden G. Clayton Doctoral Dissertation Award (Sole Winner), Marketing Science Institute
- “Leveraging Mobility and Digital Trace Big Data to Model COVID-19 Risk and Socio-Economic Recovery,” Collaborative Research Fund (CRF) / One-off CRF Coronavirus Disease (COVID-19) and Novel Infectious Disease (NID) Research Exercise, Earmarked Research Grant #C7105-20G, the Research Grant Council of Hong Kong, HK$ 4,533,112 (~US$580,000), 3/2021-3/2023, Project Coordinator and Principal Investigator
- “Field Studies on Phishing Susceptibility in Mobile Social Networks,” Earmarked Research Grant #14505217, the Research Grant Council of Hong Kong, HK$ 748,071, 9/2017-8/2019, Principal Investigator
- “Hedonic combinatorics: How combining unrelated products affects product enjoyment”, Earmarked Research Grant #17506316, Research Grant Council of Hong Kong, HK$ 969,240 (~US$ 125,000), 1/2017-7/2019, Principal Investigator
- “The Taste of a Good Deal: How Transactional Utility Affects Experiential Utility”, Earmarked Research Grant #27500114, Research Grant Council of Hong Kong,
HK$ 569,600 (~US$ 73,000), 9/2014-12/2016, Principal Investigator
The creative industries like art, film, and theater have suffered during the pandemic. But could digital transformation mean innovative, new business models save the arts? As industries that rely on delivering physical experiences to generate income, the coronavirus pandemic hit creative sectors like art, theater, and film worse than most.
An international research team led by Dr. Jayson Jia, Associate Professor of Marketing at HKU Business School, investigated how family social networks respond to the shock of a sudden natural disaster. This research has just been published in Nature Communications, a leading science journal.
As coronavirus rages across the globe, online business is still booming, with data and analytics driving this trend. People now marooned at home for the foreseeable future are finding the daily goods they need from online stores, solace in conferencing apps, and entertainment provided by streaming platforms. The world is revolving increasingly online with lockdowns in place, and data is being even further highlighted as an undisputable source of wealth.
The research study co-authored by Dr. Jayson Jia, Associate Professor in Marketing, HKU, Xin Lu, College of Systems Engineering, National University of Defense Technology, Yun Yuan, School of Economics and Management, Southwest Jiaotong University, Ge Xu, School of Management, Hunan University of Technology and Business, Jianmin Jia, Shenzhen Finance Institute, School of Management and Economics, The Chinese University of Hong Kong, Shenzhen, Nicholas A. Christakis, Yale Institute for Network Science, Yale University is covered by a number of international media.