A Match Made in Heaven or Down Under? The Effectiveness of Matching Visual and Verbal Horizons in Advertising

Abstract

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.

It’s Alive! Increasing Protective Action against the Coronavirus through Anthropomorphism and Construal

“…In particular, some individuals may focus on the present (e.g., tracking increases in COVID-19 cases, reducing immediate spread), whereas others are more concerned about the future (e.g., dampening the severity of future waves, estimating a timeline for a vaccine). We posit that whether individuals adopt protective behaviors depends upon a construal match between their temporal mindset and how the coronavirus is depicted, given that construal matching exerts a greater influence on consumers (Kim, Lee, and Choi 2019;Roose et al 2019). Specifically, if anthropomorphizing a novel, non-human agent can make it easier to understand and predict (Epley, Waytz, and Cacioppo 2007), it may reduce the psychological distance between the agent and the individual.…”

La distance psychologique comme outil actionnable par les managers

“…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).…”

“…Par exemple, selon le degré de proximité (vs. éloignement) psychologique expérimenté par le consommateur, l'entreprise peut adapter ses arguments de vente en proposant un cadrage de communication négatif (vs. positif) (Balbo et Jeannot, 2015 ;White et al, 2011), comme le fait Betclic avec son slogan « NO BET NO GAME ». Ces ajustements créent chez le consommateur une perception d'adéquation (fit) qui fluidifie son traitement de l'information et améliore ses réponses (Roose et al, 2019 ;Spassova et Lee, 2013).…”

Visual Design Cues Impacting Food Choice: A Review and Future Research Agenda

“…Larsen et al [ 53 ] describe this as one of the core components in video (marketing). But also in (in-store) advertising literature camera angle and its impact on consumer processing and decision making is often discussed [ 111 , 291 , 292 ]. Similar as to ‘positioning’ the orientation of a logo, label etc., camera angle can be described along a vertical dimension and a horizontal or lateral dimension.…”