Measures the degree to which a consumer finds an advertisement visually appealing and aesthetically attractive. Authors referred to this measure as visual appearance. Used across multiple pretests and main studies in research on kinetic motion properties in online advertising, where controlling for visual appeal was important in isolating the effects of ad movement on novelty perceptions.
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.
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