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A Match Made in Heaven or Down Under? The Effectiveness of Matching Visual and Verbal Horizons in Advertising
Author(s) -
Roose Gudrun,
Vermeir Iris,
Geuens Maggie,
Van Kerckhove Anneleen
Publication year - 2019
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1002/jcpy.1088
Subject(s) - construal level theory , mindset , psychology , self construal , matching (statistics) , social psychology , cognitive psychology , advertising , computer science , mathematics , statistics , business , interdependence , artificial intelligence , political science , law
According to construal level theory, consumers’ processing styles become more abstract as psychological distance increases, but they grow more concrete when psychological distance decreases. This study provides evidence that panoramic pictures in which the horizon appears in the lower versus upper part of the frame trigger a different level of construal. As such, this study raises a novel source of construal. In addition, this study shows that when both visual (e.g., horizon height) and verbal (e.g., temporal benefit) advertising elements induce the same level of construal, advertising effectiveness increases. This work differs from previous research in that it focuses on the construal fit evoked by two advertisement features rather than a fit in construal between an external stimulus and the internal mindset of the consumer.