In Rich Media, Poor Media: The Impact of Audio/Video vs. Text/Picture Testimonial Ads on Browsers’ Evaluations of Commercial Web Sites and Online Product, Appiah argues that online users hold “rich media” sites with audio and video testimonials in a higher regard than those without.
In his study, Appiah tests whether browsers’ responses to multimedia like audio/visual testimonial ads on a commercial Web site would dramatically differ from the responses to either a commercial Web site with text/picture testimonials or a commercial website with no testimonials. He goes on to discuss the vividness effects and modality which explains the advertising strategies used to influence consumer attitudes with vivid information. The results of his study show that users favored the characters on sites with audio/video testimonials over sites with text/picture testimonials. In addition, his results show that companies would benefit from using multimedia testimonial ads on their retail web sites.
I found this study very interesting because as a technology user I’m constantly looking at different websites or platforms. I could relate to his findings because I prefer websites that are more interactive and engaging because it catches my eye and locks in my attention.
It makes sense that the study showed users favoring characters with audio/video testimonials. Whenever using any type of technology, something with a face or voice to it will always be more distinct than something you read. When you read, you read it in your head with your own voice or maybe a made up voice you believe to be someone else. But, with video/audio testimonials it’s almost as if you’re conversing with someone else and, in an advertisement, they’re personally convincing you to go with a product or whatever it is that is being advertised. I haven’t read your article, but from your post I think I understand what it’s getting at and the point it’s trying to prove here.
In the article that I read, “Exploring the impact of modality on Perceptions of Credibility for Online News Stories,” the author talked about how modality can effect people’s perception of new credibility. So although websites with multimedia elements can be more interactive and engaging, as you mentioned, it might distract the reader from the topic/main message of the article.
I find this concept to be particularly interesting because, as a consumer, I always want to know how I’m being targeted by advertisers and other actors in the market – through social media or otherwise. I’ve seen lots of video ads on Instagram and other social platforms, but you rarely see this kind of advertising on traditional webpages, where ads tend to be image and text. Studying the different effects of digital advertising will prove to be critical in a consumerist world that (thanks to Amazon) has moved almost entirely online.