Is Your Product Facing the Ad's Center? Facing Direction Affects Processing Fluency and Ad Evaluation (original) (raw)

HOW DO CUSTOMERS DIGEST PICTORIAL ADS FROM A PSYCHOLOGICAL PERSPECTIVE

The current research aims at identifying the degree of understanding that customers may hold for non-verbal advertisement based on the picture that the ad represents. The variables of the study consisted of non-verbal skills which are observational skills, attending behavior, empathy, and body language. A mixed approach between qualitative (open ended questions) and quantitative (questionnaire) was distributed to a convenience sample of 56 individuals. The author retrieved 56 properly filled questionnaires. The results of the study showed a positive influence of the four variables on the degree of understanding non-verbal advertisements among participants. In the quantitative part, the most influential variable was the attending behavior followed by empathy. In the qualitative element it appeared that observational skill was more apparent in the answers of respondents. This finding can be attributed to the visual rhetoric scheme that might have taken place within the pictures presented. JEL: M3

Show me the product, show me the model: Effect of picture type on attitudes toward advertising

Journal of Consumer Psychology, 2014

We suggest that a consideration of consumer self-evaluations is fundamental to understanding the conditions under which it is more advantageous to present person or product pictures in print advertisements. We build on the basic human motives of self-enhancement and selfverification to propose that the specific self-esteem level of consumers, in the domain relevant for the category, differentially affects their responses to picture type. Specifically, for consumers with low (high) domain-specific self-esteem, depicting a product (person) in the advertisement enhances attitudes toward the advertisement more than depicting a person (product). In two studies, we demonstrate the proposed matching relationships using two different domains of consumer self-evaluation: appearance self-esteem and academic self-esteem. We also show that increased and more fluent generation of self-related mental imagery drives the observed improvement in attitudes toward the advertisement. Our findings suggest direct implications for advertising design.

How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention

Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude, brand attitude and purchase intentions. Design/methodology/approach – Two empirical studies were conducted using self-report questionnaires. Findings – In Study 1 (N 176), the measure of self-reported subjective processing fluency was pretested. As expected, it was found to be sensitive to visual and semantic features of advertisements and to predict attitudes toward an advertisement. In Study 2 (N 204), mediation analyses showed that self-reported subjective processing fluency was a predictor of attitude toward the advertisement (through attention and processing depth), attitude toward the brand (through processing depth) and purchase intentions (through processing depth). Research limitations/implications – The results emphasize the role of cognitive processing in explaining the effect of processing fluency on attitudes in marketing research. Practical implications – Practitioners could use this theoretical framework and take into account the fluency with which consumers process information to improve the way they advertise their products. Originality/value – The results suggest that self-reported subjective processing fluency can be relevant to predicting consumers' attitudes because it increases attention and processing depth of the advertisement. An executive summary for managers and executive readers can be found at the end of this issue.

Effect of Visual Advertising Complexity on Consumers’ Attention

The main mechanism of market economy competition has forced organizations to search factors influencing advertising effectiveness. Relying on the crucially important. First visual impressions do often influence mid-and long-term human behavior and are influenced by factors such as context or visual complexity. The aim of this research is to determine the effect of visual layout processing an advertisement as well as evaluation and classification time of the advertisement regarding different levels of visual layout complexity. To reach the aim of the article, P300 event-related brain potential is recorded and analyzed. In the context of visual complexity of advertising, recording and analysis of P300 component reveal whether high visual advertising complexity leads to more attentional resources engaged in processing an advertisement as well as whether advertisement with high visual complexity is evaluated and classified slower. Moreover, questionnaire research is provided for the participants in order to assess the differences in attitudes towards the brands advertised with different layout complexity levels. As a research results, the effect of visual advertising complexity on cognitive processes such as attention allocation and its influence on the attitude toward the object is revealed and the managerial implications for creating effective advertising are provided.

Investigating the Impact of Visual Design on Consumers' Perceptions towards Advertising

2015

There is a growing recognition that visual design and the concept of aesthetics is emerging as a key marketing element regarding the promotion and presentation of products, services, events, people, ideas, etc. (Koksal, 2013). The aim of this paper was to develop a conceptual framework regarding how visual imagery and design in advertising combining the suggestion of consumers about the processing of visual information in advertising. This paper investigated consumers' views and opinions about the elements in visual designs found in adverts that impacts viewer' perceptions. The study reviewed prior research regarding the notion of advertisements and visual designs. An Interview guideline was then developed to question the Egyptian consumers on its application in the market. This study was considered conclusive research, with a cross-sectional design and an exploratory purpose. The variables were identified through the use of semi-structured interviews. Twelve interviews were...

Leftward lighting in advertisements increases advertisement ratings and purchase intention

Laterality: Asymmetries of Body, Brain and Cognition, 2011

It has been reliably shown that light is assumed to come from above. There is also some suggestion that light from the left might be preferred. Leftward lighting biases have been observed across various mediums such as paintings, portraits, photographs, and advertisements. As advertisements are used to persuade the public to purchase products, it was of interest to better understand whether leftward lighting would influence future intention to purchase. Participants gave preference ratings for pairs of advertisements with opposing lighting directions. Attitude towards the advertisement and the brand as well as future purchase intention was then rated. Overall, participants indicated that they preferred advertisements with leftward lighting and were more likely to purchase these products in the future than when the same products were lit from the right. Findings are consistent with previously observed leftward lighting biases and suggest that advertisements with a leftward lighting bias might be more effective.

Salience in visual context: effects on appreciation of advertisements

The notion of salience in the lexicon is used to predict effects of deliberate ambiguity in print ads. An advertisement is more appreciated if the salient meaning of the headline is not the appropriate meaning. When non-salient, secondary meanings are more relevant in the combination of words or the visual context, appreciation for the ad will enhance. In an experiment, advertisements were manipulated with respect to ambiguity (headline) and target group orientation (image). Results show that the ambiguous headlines are appreciated more than the straightforward ones, independent of the respondents' trait 'openness to experience.' Although the manipulation check shows that the manipulation in the materials was successful, direct appreciation effects of the visual context in target groups were not found. Instead, inappropriateness of the visual context seemed to be effective.

Eye movements when looking at print advertisements: the goal of the viewer matters

Applied Cognitive Psychology, 2008

Viewers looked at print advertisements as their eye movements were recorded. Half of them were asked to rate how much they liked each ad (for convenience, we will generally use the term 'ad' from this point on), while the other half were asked to rate the effectiveness of each ad. Previous research indicated that viewers who were asked to consider purchasing products in the ads looked at the text earlier and more often than the picture part of the ad. In contrast, viewers in the present experiment looked at the picture part of the ad earlier and longer than the text. The results indicate quite clearly that the goal of the viewer very much influences where (and for how long) viewers look at different parts of ads, but also indicate that the nature of the ad per se matters.

The ups and downs of visual orientation: The effects of diagonal orientation on product judgment

Journal of Consumer Psychology, 2016

Orienting a logo upward or downward may seem like an arbitrary graphic design decision, but we propose that it can have important implications for consumer judgments. In particular, we find across four experimental studies and a content analysis that diagonal direction can convey different levels of activity with upward-or ascending-diagonals conveying greater activity and effort than downward-or descending-diagonals. Consequently, when the context highlights the benefits of activity (vs. passivity), upward (vs. downward) diagonals lead to more favorable product judgments, greater product efficacy beliefs, and greater post-consumption satisfaction. Furthermore, we provide process evidence that perceived product efficacy beliefs mediate these effects, and that the effect is strongest when the object being visually oriented is text rather than images. These findings are particularly important in light of our content analysis findings that diagonal orientation is a relatively underutilized design feature. Collectively, our findings suggest that firms should use upward diagonals when the product context highlights a favorable view of activity. Otherwise, the firm should use downward diagonals, especially when the product context encourages consumers to view passivity favorably.