推拉镜头动态呈现如何影响消费者比较决策:动态心理距离视角的整合框架OACHSSCD

With the widespread adoption of short-form video and the ongoing contentization of e-commerce,dynamic advertising presentations have become a common format in online retail.Prior research has largely contrasted dynamic versus static presentations,yet a systematic account of how zoom-in and zoom-out shots—as cues of real motion—affect consumers'comparative decision making remains underdeveloped.Drawing on psychological distance and information-processing perspectives,this article advances a dynamic-distance account:by altering consumers'perceived dynamic psychological distance,zoom-in and zoom-out presentations activate distinct processing orientations,thereby reshaping comparison strategies and choice outcomes.We develop the framework across three levels.First,at the product level,we explain how zoom-in versus zoom-out differentially shifts preferences toward hedonic versus utilitarian options.Second,at the brand level,we integrate the Stereotype Content Model with power-orientation theory to delineate distinct pathways through which zoom-in/zoom-out influences warmth versus competence judgments of brands.Third,at the attribute level,building on construal level theory and global/local processing,we explicate how zoom-in/zoom-out drives switching between attribute-by-attribute comparison and alternative-based(overall)evaluation,ultimately affecting choice.By integrating previously dispersed evidence,this research strengthens the theoretical explanation of dynamic advertising presentations and offers actionable managerial implications for e-commerce platforms and brands regarding product display design and information-structure optimization.