The Effects of Slow-Motion Slowdown Ratios on Ad Attitude Formation in Product-Display Advertising

Slow-motion is widely used in advertising as a visual rhythm modulation technique to accentuate product-related actions and enhance viewing engagement. Yet, its key parameter, the slowdown ratio(slow motion playback speed variable), remains predominantly experience-driven in creative practice, with limited empirical grounding and insufficient explanation of its role in shaping audience ad attitude. Particularly within product display advertisements, the extent to which slowdown ratio enters the formation process of ad attitude, how it participates in psychological conduction during viewing, and whether its effects are contingent upon the interaction-action speed attributes of the product presentation and the motivational intensity of consumer involvement, still lack systematic examination. This study is positioned as a multidisciplinary and convergence-oriented inquiry integrating advertising psychology, visual communication, and experimentally controllable video design parameters.<br/> Addressing this gap, the present research operationalizes slowdown ratio as a velocity-based perceptual variable under a product-action information-carrier framework, within a multidisciplinary and convergence-oriented research perspective, and tests its attitudinal consequences and psychological cue paths through three sequential inter-group experiments. Results indicate that slowdown ratio elicits significant differences in ad attitude across manipulated levels, confirming its validity as a controllable perceptual variable rather than a stylistic embellishment. Experiment 2 further shows that velocity manipulations produce robust between-group differences in both visual attention allocation and immersion state, and that both psychological responses provide statistically testable mediation pathways for attitude conduction. thereby offering convergence-based mechanism evidence across perceptual, cognitive, and engagement constructs. Finally, Experiment 3 demonstrates that the attitudinal impact pattern of slowdown ratio interacts significantly with (a) the action speed attributes of the product’s interaction-action carrier and (b) the motivational strength of consumer involvement, underscoring that velocity strategies are not universally effective production presets, but psychologically triggered and contextually contingent mechanisms.<br/> The theoretical contribution of this work is to establish a coherent, falsifiable research framework treating slowdown ratio as a velocity perception variable embedded in attitude formation and conduction, and to validate a closed-loop pathway integrating perceptual discriminability, psychological cue transmission, and situational activation conditions for attitude discussion, clarifying its convergence-oriented value for multidisciplinary theory building. Practically, the findings offer evidence-based guidance for advertisers to evaluate and iterate slow-motion velocity versions under unified scripts, to calibrate creative decisions through pre-deployment cue feedback (attention investment and immersion continuity), and to adopt a context-aware velocity strategy selection mindset emphasizing mechanisms and cue compatibility, instead of defaulting to unbounded deceleration extremes. This research advocates that creative velocity parameter decisions should prioritize how psychological engagement cues are elicited, transmitted, and situationally activated, so as to improve both decision interpretability and creative iterability in product display advertising, consistent with multidisciplinary convergence research objectives.