Depict Luxury Brands in Slow Motion

Luxury products are more appealing in slow motion.

It happened with a Facebook ad for luxury chocolate: People were willing to pay higher prices for these slow products (Jung & Dubois, 2023).

Why It Works

The researchers agued that slow motion immerses people into ads, but I see another explanation.

If you analyze daily life, you’ll notice that slow movements are associated with certain traits:

• Caution. You move important objects slowly (e.g., baby)
• Effort. You spend more time on important tasks (e.g., proofreading an email to your boss).

Slow motion frequently co-occurs with importance. Neurons that fire together wire together: Ads that display slow motion should trigger the idea of importance.

How to Apply

• Use Long Fade Animations. On most luxury websites, hovering over a product triggers slow fading transitions.

• Jung, S., & Dubois, D. (2023). When and How Slow Motion Makes  Products More Luxurious. Journal of Marketing Research, 0(0). https://doi.org/10.1177/00222437221146728