EXPRESS: The Art of Slowness: Slow Motion Enhances Consumer Evaluations by Increasing Processing Fluency

Abstract

Slow motion is a popular video editing tool used to enhance short-form videos (e.g., reels, stories, GIFs), which are commonly found in media entertainment and marketing communications. This research shows that slow motion increases the virality (e.g., likes, votes, views) of short-form videos and boosts brand liking, choice, and willingness to pay. The effect occurs because slow motion enhances the hedonic component of the viewing experience via processing fluency. By documenting how the success of slow motion is subject to moderators, this work shows marketers, entertainment producers, and everyday people how to use slow motion more effectively. Across a large-scale field dataset and six experiments, the authors highlight that slow motion is especially effective when applied to short-form videos that are inherently pleasant and that involve complex movements that are difficult to perceive at regular speed. However, even simple movements benefit from slow motion when content creators zoom in on subtle movements to increase complexity. Slow motion, moreover, is more effective when viewers engage in less elaborate processing. Finally, the authors show that the perceived disfluency of fast-motion editing is effective at boosting brand evaluations when viewers desire excitement.