Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

TLDR

Visual simulation via rotation creates 3‑D experiences used in e‑tail product presentation and may influence consumer responses. The study investigates how rotating product presentations affect consumers’ cognitive, affective, and conative responses. A single‑factor between‑subjects design compared rotating versus non‑rotating product presentations. Rotation increased perceived information quantity, mood, attitude, and purchase intention, with implications for theory, management, and future research. © 2008 John Wiley & Sons, Ltd.

Abstract

Abstract Rotation, one type of visual simulation used to create three‐dimensional (3‐D) experiences, and currently being used for product presentation on some e‐tail websites, may create consumer responses. Therefore, the purpose of this study is to examine the effects of rotation in product presentation on the cognitive, affective, and conative responses of consumers. This study employed a single‐factor between‐subjects design: product presentation (rotating vs. non‐rotating). Causal model analysis showed the influence of rotation in product presentation on perceived information quantity, mood, attitude, and purchase intention. Theoretical and managerial implications, as well as future research directions, are discussed. Copyright © 2008 John Wiley & Sons, Ltd.