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Marketing Applications of Three-Dimensional Stereography

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Abstract

Though the techniques of three-dimensional stereography have existed for 150 years and have been widely used in various scientific disciplines, they have seldom found their way into the marketing mainstream. Yet the applications of stereo 3-D approaches may contribute to enhanced vividness, clarity, realism, and depth in the presentation of stimulus materials, collection of data, analysis of results, and communication of findings by marketing researchers as well as in the design and implementation of marketing-mix strategies by marketing managers. Accordingly, as an introduction to stereographic methods, the present paper demonstrates the power of stereo 3-D and illustrates some potential uses of such effects in the visualization of marketing-related information.

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Authors and Affiliations

  1. Graduate School of Business, Columbia University, New York, NY 10027

    Morris B. Holbrook

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  1. Morris B. Holbrook
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W. T. Dillard Professor of Marketing

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Holbrook, M.B. Marketing Applications of Three-Dimensional Stereography. Marketing Letters 9, 51–64 (1998). https://doi.org/10.1023/A:1007968003940

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