Text versus pictures in advertising: effects of psychological distance and product type

Choi, Yung Kyun; Yoon, Sukki; Kim, Kacy; Kim, Yeonshin

doi:10.1080/02650487.2019.1607649

Cited by 34 publications

(26 citation statements)

References 38 publications

(39 reference statements)

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“…The findings contribute to understandings of how colours play key roles in advertising effectiveness. The results align with the match‐up hypothesis (Baek & Yoon, 2017; Choi, Yoon, Kim, & Kim, 2019; Till & Busler, 2000), which predicts that endorsements are more effective when advertising components such as spokesperson and ad messages are thematically consistent. Consequently, when consumers visually process the colour green and semantically process the word green, the colour harmonizes with the message and evokes psychological congruency.…”

Section: Discussionsupporting

confidence: 80%

Colour effects in green advertising

Lim

Baek

Yoon

et al. 2020

Int J Consumer Studies

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Starbucks and Whole Foods Market, known for eco-friendliness, signal their sustainability using a green logo as a particularly strong signal indicating socially desirable business practices (e.g., Mazar & Zhong, 2010; Yoon & Oh, 2016). Ironically, however, BP, infamous for the deadly and destructive Deepwater Horizon oil spill in the Gulf of Mexico, adopted a green label to counter the damage to the brand. Does the use of green to advertise environmental friendliness actually enhance advertising effectiveness? Do green strategies work if they are perceived to inappropriate? In contrast, does the use of grey-a colour that often symbolizes environmental destructiondamage brand images? Might success or failure of colour strategies depend on consumer scepticism about marketing persuasion? How do colours and words jointly shape consumer thought and action in response to sustainable marketing? Surprisingly, those questions have been rarely studied empirically. This research aims to fill the gap. Many advertising campaigns use visual elements as cues to enhance brand perceptions (Parguel, Benoit-Moreau, & Russell, 2015). Green is the ubiquitous visual cue used to trigger implicit ecological inferences in green advertising, but green can be abused through greenwashing practices intended to mislead consumers (Schmuck, Matthes, & Naderer, 2018). In response, the U.S. Patent and Trademark Office established guidelines to prevent environmentally destructive companies from using the word green in their trademarks (Collen, 2012). Theoretically, the current research proposes that marketing communications may be persuasive when colours are appropriate for the message, but inappropriate colour themes may cause resistance (Seo & Scammon, 2017). Accordingly, the persuasion knowledge model (Friestad & Wright, 1994) warns that if message recipients are explicitly aware that companies are using colour inappropriately to manipulate them, the persuasive intent may backfire.

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Section: Discussionsupporting

confidence: 80%

Colour effects in green advertising

Lim

Baek

Yoon

et al. 2020

Int J Consumer Studies

Self Cite

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“…Empirical evidence is consistentpictures are more persuasive for proximal consumption events, while text is preferable for distant consumption events (Choi et al, 2019;Lee et al, 2009). Using advertisements of fruit and furniture, Choi et al (2019) found that pictures evoke more favorable attitudes to the brand and purchase intention for non-durable goods for immediate consumption (fruit) but that textual-based advertisements elicit more favorable responses for durable goods where psychological distance is greater (furniture). While there is an absence of previous studies comparing textual and pictorial PoS materials, based on CLT and related empirical evidence for fruit advertisements it is assumed that: H3.…”

Section: Theorymentioning

confidence: 92%

“…Consequently, pictures should match psychologically close objects and text congruent with psychologically distant ones (Trope et al, 2007). Empirical evidence is consistentpictures are more persuasive for proximal consumption events, while text is preferable for distant consumption events (Choi et al, 2019;Lee et al, 2009). Using advertisements of fruit and furniture, Choi et al (2019) found that pictures evoke more favorable attitudes to the brand and purchase intention for non-durable goods for immediate consumption (fruit) but that textual-based advertisements elicit more favorable responses for durable goods where psychological distance is greater (furniture).…”

Section: Theorymentioning

confidence: 96%

Local food sales and point of sale priming: evidence from a supermarket field experiment

Brečić

Ćorić

Lučić

et al. 2021

EJM

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Purpose An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents. Design/methodology/approach Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions. Findings Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals. Research limitations/implications The field experiment lasted for only two weeks and focused on seasonal produce. Practical implications PoS materials offer a low cost intervention for modifying consumer behavior in stores. Originality/value The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

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“…La CLT suggère un ensemble d'opérationnalisations perceptuelles, conceptuelles et sensorielles 4 pour guider l'entreprise dans l'adaptation de sa communication selon que le consommateur expérimente une distance psychologique forte ou faible. Pour les techniques perceptuelles, lorsque le consommateur est en situation d'éloignement (vs. proximité), l'entreprise peut améliorer ses réponses en utilisant davantage de texte plutôt que d'images (Amit et al, 2009(Amit et al, , 2013(Amit et al, , 2019Choi et al, 2019 ;Torrez et al, 2019 ;Yan et al, 2016) ou en présentant la publicité en noir et blanc plutôt qu'en couleurs (Lee et al, 2017 ;Stillman et al, 2020 ;Wang et al, 2020). Elle peut également jouer sur le niveau d'horizon de la publicité en proposant un horizon bas (vs. haut) lorsque le consommateur est en condition d'éloignement (vs. proximité) (Roose et al, 2019).…”

Section: La Distance Psychologique Comme Variable Clé Pour Décrypter Les Phénomènes De Digitalisation De La Consommationunclassified

“…Pour les techniques perceptuelles, lorsque le consommateur est en situation d’éloignement ( vs . proximité), l’entreprise peut améliorer ses réponses en utilisant davantage de texte plutôt que d’images (Amit et al, 2009 ; 2013 ; 2019 ; Choi et al, 2019 ; Torrez et al, 2019 ; Yan et al, 2016) ou en présentant la publicité en noir et blanc plutôt qu’en couleurs (Lee et al, 2017 ; Stillman et al, 2020 ; Wang et al, 2020). Elle peut également jouer sur le niveau d’horizon de la publicité en proposant un horizon bas ( vs .…”

Section: La Distance Psychologique Pour éClairer Le Comportement Du Consommateurunclassified

La distance psychologique comme outil actionnable par les managers

Alaoui

Cova

2021

Recherche et Applications en Marketing (French Edition)

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Cet article propose une synthèse des recherches ayant mobilisé le concept de distance psychologique autour des questions liées aux comportements prosociaux du consommateur, à la digitalisation de la consommation et aux pratiques marketing. Ce travail s’appuie sur une méta-synthèse de 584 articles issus de revues en psychologie et en marketing. Il permet une consolidation et une validation des connaissances du concept de distance psychologique dans ces différentes thématiques du marketing. Il montre également comment la distance psychologique peut être actionnée par les managers afin d’améliorer les réponses du consommateur. Les managers peuvent agir directement sur la distance en la réduisant ou l’augmentant pour profiter des bienfaits de la proximité ou de l’éloignement psychologique. Ils peuvent également ajuster les variables du marketing-mix en fonction de la distance psychologique expérimentée par le consommateur pour fluidifier le traitement de l’information et, in fine, améliorer les réponses de ce dernier.

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Text versus pictures in advertising: effects of psychological distance and product type

Cited by 34 publications

References 38 publications

Colour effects in green advertising

Colour effects in green advertising

Local food sales and point of sale priming: evidence from a supermarket field experiment

La distance psychologique comme outil actionnable par les managers

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