Two studies explored how and why the camera angle used to photograph products in ads may affect viewers’ product evaluations. The findings suggest that such camera angle effects are likely to emerge when viewers’ motivation to process ad information is either low or moderate rather than high. When processing motivation was low, evaluations were most favorable when the viewer seemed to be looking up at the product, least favorable when he or she looked down at the product, and moderate when the product was at eye level. However, when processing motivation was moderate, eye-level shots produced the most favorable evaluations. The authors suggest that the use of different processing heuristics may be responsible for these camera angle effects.
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