Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries.

Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

“…As mentioned, previous studies have consistently reported that advertisements with complex layouts result in audiences' more positive attitudes than advertisements based on standalone images (Phillips, 2000;Jeong, 2008;Pieters et al, 2010;van Mulken et al, 2010van Mulken et al, , 2014. Once a subject resolves the riddle, a positive attitude toward the advertisement emerges that consequently yields a significant improvement of ad recall, brand recognition (McQuarrie and Mick, 2003;Norrick, 2003), product perception (McQuarrie and Mick, 2009), and purchase intentions (Ang and Lim, 2006;Jeong, 2008;van Hooft et al, 2013;Myers and Jung, 2019).…”

“…This means that attention is retained and that the consumer must devote some time to provide a meaning for the ad and to elaborate the message. Finally, the extra effort is rewarded with the pleasure of having been able to solve the puzzle, and it leads to more positive attitudes toward the advertisement (van Hooft et al, 2013).…”

“…Cronbach's alpha for this construct was 0.979. (2) Purchase intention was measured as in previous studies (Ang and Lim, 2006;Jeong, 2008;van Hooft et al, 2013), on a seven-point Likert scale that comprised the next two semantic differential items: not likely/very likely to buy and you are very likely to recommend this product/you are not likely to recommend this product. Cronbach's alpha for this construct was: 0.972.…”

“…Consumer studies have concluded that advertisements with complex layouts evoke positive attitudes Mick, 1996, 2003;van Mulken et al, 2010van Mulken et al, , 2014, high appreciation (van Mulken et al, 2010), advertisement recognition Mick, 1996, 2003;Norris et al, 2012), and purchase intentions among consumers (Jeong, 2008;van Hooft et al, 2013;Myers and Jung, 2019). However, the evidences provided by these researches is all based on results from declarative studies.…”

The Occurrence and Effects of Verbal and Visual Anchoring of Tropes on the Perceived Comprehensibility and Liking of TV Commercials

“…In a number of studies conducted within a European context, no differences were found in responding to different advertising appeals when comparing Dutch, Belgian, English, French, German, and Spanish participants (Hoeken et al 2003;Hoeken et al 2007). Finally, van Mulken and her colleagues presented ads containing tropes to Dutch, French, German, and Spanish participants and did not find cultural differences in responses to these ads (van Hooft, van Mulken, and Nederstigt 2011;van Mulken, le Pair, and Forceville 2010).…”