The impact of visual perspectives in advertisements on access‐based products
研究发现广告采用第三人称视角能提升消费者对使用权产品的偏好，而第一人称视角则降低偏好，心理模拟和所有权感起中介作用，广告诉求调节该效应。
Abstract Digitalization has promoted the development of the sharing economy by facilitating exchanges that provide consumers with temporary access to products. Hence, enhancing consumers’ preference for access‐based products is critical for marketing practitioners and researchers. This study proposes an effective advertising strategy to enhance access‐based consumption based on the adoption of an appropriate visual perspective in advertising design. We demonstrate that advertisements that adopt a third‐person (first‐person) perspective increase (decrease) consumers’ preference for access‐based products. Mental simulation and psychological ownership mediate this effect; in addition, this effect is moderated by advertising appeal. Five empirical studies provide convergent evidence in support of the study's proposed hypotheses. These findings contribute to research on access‐based products and visual perspective and suggest innovative visual strategies for marketing practitioners.