The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement

Journal of Consumer Research (Impact Factor: 3.1). 02/1986; 13(1):12-24. DOI: 10.1086/209044
Source: RePEc


This article presents the results of a study designed to obtain a better understanding of the effects of using valenced visual information in advertising. In the study, subjects saw advertisements for hypothetical products that contained affect-laden photographs with different valences (Picture Type Manipulation). The results indicate that the affect-laden photographs had an effect on both attitude toward the advertisement ( A ad ) and brand attitudes; however, no differences were found in the product attribute beliefs that were formed. Photographs that were evaluated positively created more favorable attitudes toward the advertisements and brand attitudes, whereas the reverse was true for photographs that were evaluated negatively. The results of an analysis of covariance indicate that the inclusion of both the predicted attitude from structured scales (ΣΣ b i , e i ) and elicited beliefs did not eliminate all the reliable Picture Type effects on brand attitudes; however, the inclusion of A ad did eliminate these effects. In addition, A ad was found to affect brand attitudes for advertisements that contain only copy, and evidence is presented that A ad and brand attitudes are separate hypothetical constructs. Finally, a Dual Component model is presented to explain the effects of visual and verbal information in advertisements.

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    • "Presumably, personal names and dates carry positive affect because they serve to define a person's self-concept (Koole and Pelham 2003). Thus if a person and a brand share name letters, one possibility is that the valence could transfer directly from the person to the brand (i.e., independent of any conscious brand-related thoughts), in a process similar to that described by the Dual Mediation model of persuasion (MacKenzie, Lutz, and Belch 1986; Mitchell 1986). "
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    ABSTRACT: This research examines how the implicit egotism resulting from consumers' positive self-associations affects their evaluations of product prices. The effects can occur when the product's price and the consumer share either name-letters (name-letter/price effect) or birthday-numbers (birthday-number/price effect).Through a series of studies, the authors demonstrate that the positive affect linked to name-letters and birthday-numbers transfers directly to consumers' price predilections and ultimately affects their purchase intentions. More specifically, consumers like prices (e.g., "fifty-five dollars") that contain digits beginning with the same first letter (e.g., "F") as their own name (e.g., "Fred," "Mr. Frank") more than prices that do not. Similarly, prices that contain cents digits (e.g., $49.15) that correspond to a consumer's date of birth (e.g., April 15) also enhance pricing liking and purchase intentions. Across groups of consumers, the authors' findings demonstrate that implicit egotism effects can result in greater purchase intentions for a higher-priced product compared with a lower-priced product.
    Journal of Marketing 05/2014; 78(3):102-120. DOI:10.1509/jm.13.0059 · 5.47 Impact Factor
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    • "PA1: I thought this restaurant was very good PA2: I thought this restaurant was very favorable PA3: I thought this restaurant was very satisfactory (Lee et al. 2008; Mitchell 1986) Argument Strength (AS) AS1: The arguments of these reviews were convincing AS2: The arguments of these reviews were persuasive AS3: The arguments of these reviews were strong AS4: The arguments of these reviews were good (Cheung et al. 2009; Zhang 1996) Source Credibility (SC) SC1: People who left these reviews were knowledgeable SC2: People who left these reviews were experts* SC3: People who left these reviews were trustworthy SC4: People who left these reviews were reliable (Cheung et al. 2008; Sussman and Siegal 2003) Perceived Similarity (PS) "
    Proceedings of the 17th Pacific Asia Conference on Information Systems; 01/2013
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    • "Three items measured advertising as " unfavorable " to " favorable, " unappealing " to " appealing " , and " unpersuasive " to " persuasive " in a five-point Likert Scale [16] [32]. Attitude toward brand was measured using two items as " unfavorable " to " favorable " , and " dislike " to " Like " in a five-point Likert Scale [16] [32]. In order to measure purchase intention three items adapted from Erdem and Swait [33] [34] to analyze the future purchase intention engagements of the respondents that rated the same brand. "
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    ABSTRACT: The notion of brand attitude has been conceptualized and been the target of different empirical investigations. There are arguments regarding the antecedents and the consequences of this concept in business environment, and it is believed that there are several factors affecting brand attitude including advertisement and customer satisfaction. On the other hand brand attitude has been argued to be positively related to purchase intentions among customers. This study by analyzing smartphone brands in Malaysia found that the relationship of customer satisfaction and advertising with brand attitude is positive and significant, while the latter is positively related to purchase intention.
    01/2012; 2(3). DOI:10.9790/487X-0233135
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