The Effects of Dynamic Product Presentation and Contextual Backgrounds on Consumer Purchase Intentions: Perspectives from the Load Theory of Attention and Cognitive Control

Dynamic imagery (e.g., frozen motion images) is widely used in high-imagery ads to enhance consumer engagement. However, little is known as to whether and how product presentation dynamism influences the effectiveness of ads with other visual stimuli. Given that different visual elements compete for finite attentional resources, this article proposes that product presentation dynamism interacts with contextual backgrounds and advertising slogans in a visual ad. Study 1 reveals that dynamic product presentation diverts attentional resources away from the background image, making contextual backgrounds less effective in enhancing imagery fluency than a plain background. Study 2 extends these findings by exploring the complicating effect of the presence of a slogan and revealing important product category differences. For hedonic products, congruent (incongruent) slogan-background meanings increase imagery fluency under stationary (dynamic) product presentation, which further increases purchase intentions. For utilitarian products, incongruent slogan-background meanings increase purchase intentions under dynamic product presentation. The conceptual and practical implications of these findings are discussed.