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.