心理科学进展2026，Vol.34Issue(7)：1154-1169,16.DOI:10.3724/SP.J.1042.2026.1154
推拉镜头动态呈现如何影响消费者比较决策:动态心理距离视角的整合框架
How do zoom-in and zoom-out dynamic presentations shape consumers'comparative decision making?An integrative framework from a dynamic psychological distance perspective
摘要
Abstract
With the widespread adoption of short-form video and the ongoing contentization of e-commerce,dynamic advertising presentations have become a common format in online retail.Prior research has largely contrasted dynamic versus static presentations,yet a systematic account of how zoom-in and zoom-out shots—as cues of real motion—affect consumers'comparative decision making remains underdeveloped.Drawing on psychological distance and information-processing perspectives,this article advances a dynamic-distance account:by altering consumers'perceived dynamic psychological distance,zoom-in and zoom-out presentations activate distinct processing orientations,thereby reshaping comparison strategies and choice outcomes.We develop the framework across three levels.First,at the product level,we explain how zoom-in versus zoom-out differentially shifts preferences toward hedonic versus utilitarian options.Second,at the brand level,we integrate the Stereotype Content Model with power-orientation theory to delineate distinct pathways through which zoom-in/zoom-out influences warmth versus competence judgments of brands.Third,at the attribute level,building on construal level theory and global/local processing,we explicate how zoom-in/zoom-out drives switching between attribute-by-attribute comparison and alternative-based(overall)evaluation,ultimately affecting choice.By integrating previously dispersed evidence,this research strengthens the theoretical explanation of dynamic advertising presentations and offers actionable managerial implications for e-commerce platforms and brands regarding product display design and information-structure optimization.关键词
广告动态呈现/推拉镜头/消费者决策/营销策略Key words
dynamic advertising presentation/zoom-in/zoom-out shots/consumer decision making/marketing strategy分类
社会科学引用本文复制引用
孟陆,申钦畅,别永越,徐子彬..推拉镜头动态呈现如何影响消费者比较决策:动态心理距离视角的整合框架[J].心理科学进展,2026,34(7):1154-1169,16.基金项目
国家自然科学基金青年项目(72302192),四川省科技计划(2024NSFSC0267)资助. （72302192）
