Digital ads often display video content in which immobile products are presented as if they are moving spontaneously. Six studies demonstrate a speed-based scaling effect, such that consumers estimate the size of an immobile product to be smaller when it is animated to move faster in videos, due to the inverse size–speed association they have learned from the domain of animate agents (e.g., animals, humans). Supporting a cross-domain knowledge transfer model of learned size–speed association, this speed-based scaling effect is (1) reduced when consumers perceive a product’s movement pattern as less similar to animate agents’ movement patterns, (2) reversed when a positive size–speed association in the base domain of animate agents is made accessible, (3) attenuated for consumers who have more knowledge about the target product domain, and (4) mitigated when explicit product size information is highlighted. Furthermore, by decreasing assessed product size, fast animated movement speed can either positively or negatively influence willingness to pay, depending on consumers’ size preferences.
- Ph.D., Marshall School of Business, University of Southern California
- M.A., Nanjing University
- B.A., Nanjing University
He (Michael) Jia joined the University of Hong Kong in 2016. His research focuses on marketing-related visual cues and promotion decisions. His research has been published in the Journal of Marketing and the Journal of Consumer Psychology. He has won the 2015 ACR-Sheth Foundation Dissertation Award and 2016 AMS-Mary Kay Dissertation Proposal Competition.
- Jia, He (Michael), B. Kyu Kim, and Lin Ge (2020), “Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation,” Journal of Marketing, 84 (5), 100–16.
- Jia, He (Michael), Sha Yang, Xianghua Lu, and C. Whan Park (2018), “Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level,” Journal of Marketing, 82 (4), 70–85.
- Eisingerich, Andreas B., Hae Eun Chun, Yeyi Liu, He (Michael) Jia, and Simon J. Bell (2015), “Why Recommend a Brand Face-to-Face but not on Facebook? How Word-of-Mouth on Online Social Sites Differs from Traditional Word-of-Mouth,” Journal of Consumer Psychology, 25 (1), 120–28. (Equal Authorship)
- Principal Investigator, General Research Fund, The Research Grants Council of Hong Kong, 2020
- Research Output Prize, The University of Hong Kong, 2018-2019
- Outstanding Teacher Award (Undergraduate), HKU Business School, 2018-2019
- Principal Investigator, Early Career Scheme, The Research Grants Council of Hong Kong, 2017
- Winner, AMS-Mary Kay Dissertation Proposal Competition, Academy of Marketing Science, 2016
- Co-Winner, ACR-Sheth Foundation Dissertation Award, Association for Consumer Research, 2015
- USC Graduate School Dissertation Completion Fellowship, University of Southern California, 2015
- PDMA-UIC Innovation Doctoral Consortium Research Award of Excellence, Product Development and Management Association & University of Illinois at Chicago, 2014