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Through content analysis of participants' verbalizations, the authors identified categories and subcategories that defined the representation of the video elements and their relative weight depending on the cultural background of the viewer. Although results indicate common elements affecting viewers of the two countries, they differ in the relative weight to global aesthetics features. The results of this study can be utilized in designing audio-visual representations of products for online shops taking into account the cultural factors affecting the design practice.<\/jats:p>","DOI":"10.4018\/ijacdt.2017010103","type":"journal-article","created":{"date-parts":[[2017,5,12]],"date-time":"2017-05-12T09:56:44Z","timestamp":1494583004000},"page":"40-56","source":"Crossref","is-referenced-by-count":3,"title":["Cross-Cultural Factors in Experiencing Online Video Contents in Product Marketing"],"prefix":"10.4018","volume":"6","author":[{"given":"Jose","family":"Ca\u00f1as-Bajo","sequence":"first","affiliation":[{"name":"University of Jyv\u00e4skyl\u00e4, Jyv\u00e4skyl\u00e4, Finland"}]},{"given":"Johanna M.","family":"Silvennoinen","sequence":"additional","affiliation":[{"name":"University of Jyvaskyla, Jyv\u00e4skyl\u00e4, Finland"}]}],"member":"2432","reference":[{"key":"IJACDT.2017010103-0","author":"W.Albert","year":"2010","journal-title":"Measuring the user experience"},{"key":"IJACDT.2017010103-1","unstructured":"Badre, A. 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