Brand implications of advertising products with their reflections

Abstract

Purpose The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product. Design/methodology/approach This research uses four experiments to assess the effects of advertising products with (vs without) reflections on the focal brand outcomes. Findings Results evidence a robust negative effect of advertising products with their reflections on the investigated brand outcomes across multiple product categories. Following Signaling Theory, product reflections are found to act as negative signaling devices in brand advertising contexts given that these inverted, false object reproductions are processed with a sense of confusion, ambiguity and uncertainty. Further in line with Signaling Theory, increased product quality uncertainty is determined as the underlying process and brand confidence signaling is tested as a relevant moderator to the proposed effects. Originality/value This inquiry is the first to systemically investigate brand implications of advertising products with their reflections. Counter to marketers’ aesthetic intuitions, the current research finds that this common advertising practice can actually hurt critical brand outcomes such as brand trust.

Drawn to the gloss: Examining the effect of product reflection on product aesthetics

“…However, there is no documented evidence regarding whether and how product reflections influence product aesthetics. Furthermore, counter to Sharma and Romero (2021), the current work predicts positive effects of advertising products with reflections.…”

“…Furthermore, counter to Sharma and Romero (2021), the current work predicts positive effects of advertising products with reflections.…”

“…Specifically, it builds on an understanding of the unique visual properties of object reflections along with the EP principles suggesting our innate inclination towards glossy appearances to understand their positive aesthetic impact (Cavanagh et al, 2008;Corballis, 2000;Fleming et al, 2003;Han & Pandelaere, 2021;Silvia et al, 2018;White et al, 2010). Counter to recent work on product reflections showing their negative impact on brand-related outcomes for categories like multivitamins and energy shots (Sharma & Romero, 2021), this research evidences their positive aesthetic impact as creative stylistic cues in product advertising. Thus, it also contributes to the narrow stream of marketing research studying different factors influencing product aesthetics (Bloch, 1995;Hekkert & Leder, 2008;Holbrook, 1980;Raghubir & Greenleaf, 2006;Reimann et al, 2010;Sundar et al, 2020;Townsend & Shu, 2010;Townsend & Sood, 2012;Veryzer Jr, 1993;Veryzer Jr & Hutchinson, 1998).…”

“…In such cases, a reflection can only be cast using artificial techniques like mirrors, and the translocation of the product design will also be lateral rather than vertical (Cavanagh et al, 2008; Corballis, 2000). It would be interesting to see how such reflections affect consumer perceptions and whether they have a negative impact based on possible associations to gimmickry or even wastefulness from an ad spending standpoint (Han & Pandelaere, 2021; Ogilvy, 1983; Sharma & Romero, 2021; Townsend, 2017). Additionally, it would be interesting to explore the moderating impact of ad exposure frequency or ad repetition on the current effects (Nordhielm, 2002).…”

“…Advertising research has also explored the effects of featuring a product with its shadow (also categorized as a stylistic element) on product preference by enhancing product heaviness perceptions (Sharma & Romero, 2020). A more recent work studies the negative impact of advertising products with reflections on brand outcomes by signaling product quality uncertainty (Sharma & Romero, 2021). However, there is no documented evidence regarding whether and how product reflections influence product aesthetics.…”