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GIF it to me : the effect of animation on sense of urgency and impulse buying

Lana Mulier (UGent) , Hendrik Slabbinck (UGent) and Iris Vermeir (UGent)
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Abstract
GIF marketing is omnipresent in today’s digital environment, but understanding of consumer responses to animated Graphics Interchange Format (GIFs) is still scarce. Although previous research shows that animation increases advertising effectiveness, its underlying psychological process remains largely unknown. Relying on scarcity and impulse buying theories, two studies investigate whether animation functions as a sensory cue that triggers a sense of urgency. We show that animated (versus static) products and ads evoke a sense of urgency, which increases anticipated regret, and consequently increases impulse buying and improves brand attitude.

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Please use this url to cite or link to this publication:

MLA
Mulier, Lana, et al. “GIF It to Me : The Effect of Animation on Sense of Urgency and Impulse Buying.” 2020 Society for Consumer Psychology Annual Winter Conference, Abstracts, 2020.
APA
Mulier, L., Slabbinck, H., & Vermeir, I. (2020). GIF it to me : the effect of animation on sense of urgency and impulse buying. In 2020 Society for Consumer Psychology Annual Winter Conference, Abstracts. Huntington Beach, California.
Chicago author-date
Mulier, Lana, Hendrik Slabbinck, and Iris Vermeir. 2020. “GIF It to Me : The Effect of Animation on Sense of Urgency and Impulse Buying.” In 2020 Society for Consumer Psychology Annual Winter Conference, Abstracts.
Chicago author-date (all authors)
Mulier, Lana, Hendrik Slabbinck, and Iris Vermeir. 2020. “GIF It to Me : The Effect of Animation on Sense of Urgency and Impulse Buying.” In 2020 Society for Consumer Psychology Annual Winter Conference, Abstracts.
Vancouver
1.
Mulier L, Slabbinck H, Vermeir I. GIF it to me : the effect of animation on sense of urgency and impulse buying. In: 2020 Society for Consumer Psychology Annual Winter Conference, Abstracts. 2020.
IEEE
[1]
L. Mulier, H. Slabbinck, and I. Vermeir, “GIF it to me : the effect of animation on sense of urgency and impulse buying,” in 2020 Society for Consumer Psychology Annual Winter Conference, Abstracts, Huntington Beach, California, 2020.
@inproceedings{8671882,
  abstract     = {GIF marketing is omnipresent in today’s digital environment, but understanding of consumer
responses to animated Graphics Interchange Format (GIFs) is still scarce. Although previous
research shows that animation increases advertising effectiveness, its underlying psychological
process remains largely unknown. Relying on scarcity and impulse buying theories, two studies
investigate whether animation functions as a sensory cue that triggers a sense of urgency. We
show that animated (versus static) products and ads evoke a sense of urgency, which
increases anticipated regret, and consequently increases impulse buying and improves brand
attitude.},
  author       = {Mulier, Lana and Slabbinck, Hendrik and Vermeir, Iris},
  booktitle    = {2020 Society for Consumer Psychology Annual Winter Conference, Abstracts},
  language     = {eng},
  location     = {Huntington Beach, California},
  title        = {GIF it to me : the effect of animation on sense of urgency and impulse buying},
  year         = {2020},
}