Slow and steady or fast and furious: how movement speed in the digital medium impacts consumers’ risk judgments

Abstract

Purpose Fueled by the soaring popularity of the digital medium, consumers are increasingly relying on dynamic images to inform their decisions. However, little is known about how changes in the presentation of movement impacts these decisions. The purpose of this paper is to document whether and how movement speed–a fundamental characteristic of dynamic images in the digital medium–influences consumers' risk judgments and subsequent decisions. Design/methodology/approach Three experimental studies investigate the impact of movement speed displayed in the digital medium, focusing on different risk-laden domains including health (pilot study), gambling (Study 1) and stock market decisions (Study 2). Findings The authors find that faster movement speed displayed in the digital medium elevates consumers’ feelings of risk and elicits cautionary actions in response. The authors reveal a mechanism for this effect, showing that faster movement reduces feelings of control over outcomes, which predicts greater feelings of risk. Research limitations/implications Future work could expand upon these findings by systematically examining whether certain individuals are more susceptible to movement speed effects in the digital medium. Research could also investigate whether different ways of experiencing movement speed (e.g. physical movement) similarly influence risk judgments and whether movement speed can have positive connotations outside of risky domains. Practical implications The authors offer important insights to marketing practitioners and public policymakers seeking to guide consumers’ judgments and decisions in risk-laden contexts through the digital medium. Originality/value By showing how movement speed alters judgments in risk-laden contexts, the authors contribute to literature on risk perception and the growing body of literature examining how moving images shape consumers’ behaviors.

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