Lam An
Biographic Data
| ID | 9506929 |
|---|---|
| NAME | Lam An |
| GIVEN NAMES | Lam |
| FAMILY NAME | An |
| SIGNATURE | AN L |
| AFFILIATIONS | University of Winnipeg |
| ORCID | 0000-0002-8488-9251 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
The Effectiveness of Background Blurriness in Video Advertisements
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 typ…
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The Effectiveness of Background Blurriness in Video Advertisements
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 typ…
Advertising (1 work) · Behavioral Health and Interventions (1 work) · Business (1 work) · Construal level theory (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Media Influence and Health (1 work) · Perception (1 work) · Psychology (1 work) · Social Psychology (1 work)