Looking Up or Down? The Effects of Camera Angle on Evaluations of Anthropomorphized Products in Advertisements
通过四项实验发现，相机角度对非拟人化与拟人化产品的评价有相反影响：仰视提升非拟人化产品评价，而俯视则因激发支配感更受消费者青睐，且该效应受社会经济地位调节。
Advertisements make use of specific camera angles when they portray products. In this study, the results of four experiments, including one field experiment, revealed that camera angles convey divergent semantically meaningful information regarding nonanthropomorphized versus anthropomorphized products, which resulted in contrasting evaluations. In particular, regarding nonanthropomorphized products, camera angles were metaphorically associated with product superiority, indicating that upward-looking angles led to more favorable product evaluations than downward-looking angles. In contrast, the presentation of anthropomorphized products at a downward-looking angle promoted a sense of dominance over the product, leading to better product evaluations by consumers compared with those of products shown at an upward-looking angle. These results indicate that anthropomorphism triggers consumer expectations of being treated well. In addition, socioeconomic status (SES) moderated the effect of the camera angle on the evaluation of anthropomorphized products. Only consumers with high SES gave favorable evaluations of anthropomorphized products when different angles were employed.