Premium
The effects of imagery‐evoking radio advertising strategies on affective responses
Author(s) -
Miller Darryl W.,
Marks Lawrence J.
Publication year - 1997
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199707)14:4<337::aid-mar3>3.0.co;2-a
Subject(s) - psychology , mental image , feeling , affect (linguistics) , cognitive psychology , auditory imagery , social psychology , advertising , cognition , communication , business , neuroscience
A debate in the marketing literature concerning the relative effectivenessof various imagery‐evoking strategies in influencing consumerresponses to advertising has been unresolved. This study examined theeffects of three imagery‐evoking strategies commonly usedin radio advertising—sound effects, vividverbal messages, and instructions to imagine—in influencingmental imagery, ad‐evoked feelings, and attitude toward the ad. The theoreticalbasis for the study is an imagery model based on propositional representationstheory. Consistent with the implications of the theory, of the three strategies,sound effects had the greatest impact on imagery and affectiveresponses. Compared with sound effects, a vivid verbal messagehad a slightly weaker influence. Instructions to imagine,however, had a very weak impact on imagery and no significantinfluence on affect. Finally, the results indicated that the three strategies interacted with one another. © 1997 John Wiley & Sons, Inc.