Speed or Skip: How Consumers’ Fast-forwarding Behaviors for Efficiency Influence Video Evaluations

Prof. Yixia SUN, ZJU100-Young Professor, Zhejiang University

Date: 20 April 2023 (Thursday)
Time: 3:00 pm – 4:30 pm
Venue: E22-G004
Host:  Prof. Kao SI, Assistant Professor in Marketing
Online registration: https://umac.au1.qualtrics.com/jfe/form/SV_5cj5XQyqQ8NBFbg


The current research advances understanding of how consumers’ fast-forwarding behaviors for efficiency influence video evaluations. Across four studies, the authors provide evidence that when watching videos, although skipping ahead (vs. speeding up playback) increases the viewer’s sense of control, it decreases evaluation of the video through reduced immersion. Moreover, using an electroencephalogram (EEG) test, the authors further demonstrate that the reduced immersion occurs throughout the entire viewing process, not just when skipping with hand movements. The authors also rule out content loss and video control difficulty as alternative explanations for the reduction of video evaluation.


Yixia Sun obtained her Ph.D in Marketing from The Chinese University of Hong Kong, and was granted Young Scholars Thesis Awards in 2015. She joint the Department of Marketing in Zhejiang University in 2016. Yixia Sun’s research mainly focuses on conusmer behavior, such as consumer information processing on advertisement and visual information, ritual consumption, consumers’ buying behavior of private products, and effects of technology on consumer behavior. Her research works were published in Journal of Marketing Research, Journal of Consumer Psychology, Journal of Hospitality and Tourism Research, and Journal of Hospitality & Tourism Research.

All are welcome!