The Effectiveness of Background Blurriness in Video Advertisements: How Video Background Blurriness and Construal Level Shape Consumer Perception
研究了视频广告中背景模糊与清晰对效果的影响，发现模糊背景搭配具体信息、清晰背景搭配抽象信息更能提升购买意愿，其机制是信息处理流畅性的增强。
Drawing on perspectives from spatial distance perceptions and construal-level theory, we investigate how the use of blurry versus clear backgrounds affects the effectiveness of video advertisements. We demonstrate that the use of blurry (clear) backgrounds is more effective when paired with concrete (abstract) messages, thereby increasing purchase likelihood. The underlying mechanism behind this effect is that the alignment between background types and message types enhances information processing fluency. As the importance of presenting a favorable visual impression is increasingly emphasized, we offer novel insight into how practitioners and consumers can utilize background blurriness in their video advertisements.