The emperor's clothes in high resolution: an experimental study of the framing effect and the diffusion of HDTV

Dirkjan Joor, Wilco Beekhuizen, Lidwien van de Wijngaert, Eva Baaren

Research output: Contribution to journalArticleAcademicpeer-review

2 Citations (Scopus)

Abstract

In this article, an experiment was conducted to measure the effect of framing a high definition television (HDTV) clip. One group of participants was told they were watching a brand new HDTV clip, while the other group was told they were watching a digital DVD clip. Both groups were in fact watching the same (low) quality DVD clip. After watching this clip, the beliefs of the participants and their viewing experiences were measured via a questionnaire. The people framed to watch the HDTV clip were found to have a significantly more positive viewing experience. This shows that participants were unable to discriminate properly between digital and high definition signals but were influenced by the frame set for them. This effect has been shown in many different situations, and has now been established when watching HD-quality television as well. The results still indicate that the HDTV-frame is already associated with a high-quality viewing experience, which may influence the selling strategy and/or speed in the adoption of this technology. In the following discussion we will pay attention to the different ways in which HDTV can be framed in the media.
Original languageEnglish
Article number40
Pages (from-to)-
Number of pages13
JournalComputers in entertainment
Volume7 (3)
Issue number3
DOIs
Publication statusPublished - 2009

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High definition television
Videodisks
Television
Sales
Experiments

Keywords

  • IR-94519
  • METIS-262216

Cite this

Joor, Dirkjan ; Beekhuizen, Wilco ; van de Wijngaert, Lidwien ; Baaren, Eva. / The emperor's clothes in high resolution: an experimental study of the framing effect and the diffusion of HDTV. In: Computers in entertainment. 2009 ; Vol. 7 (3), No. 3. pp. -.
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abstract = "In this article, an experiment was conducted to measure the effect of framing a high definition television (HDTV) clip. One group of participants was told they were watching a brand new HDTV clip, while the other group was told they were watching a digital DVD clip. Both groups were in fact watching the same (low) quality DVD clip. After watching this clip, the beliefs of the participants and their viewing experiences were measured via a questionnaire. The people framed to watch the HDTV clip were found to have a significantly more positive viewing experience. This shows that participants were unable to discriminate properly between digital and high definition signals but were influenced by the frame set for them. This effect has been shown in many different situations, and has now been established when watching HD-quality television as well. The results still indicate that the HDTV-frame is already associated with a high-quality viewing experience, which may influence the selling strategy and/or speed in the adoption of this technology. In the following discussion we will pay attention to the different ways in which HDTV can be framed in the media.",
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The emperor's clothes in high resolution: an experimental study of the framing effect and the diffusion of HDTV. / Joor, Dirkjan; Beekhuizen, Wilco; van de Wijngaert, Lidwien; Baaren, Eva.

In: Computers in entertainment, Vol. 7 (3), No. 3, 40, 2009, p. -.

Research output: Contribution to journalArticleAcademicpeer-review

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