Heading the Right Way? The Influence of Motion Direction in Advertising on Brand Trust

Brand implications of advertising products with their reflections

“…While marketing research has documented a variety of visual cues affecting brand perceptions and outcomes (Fajardo et al, 2016;Hagtvedt, 2011;Monahan and Romero, 2020;Pancer et al, 2017;Schnurr, 2017;Su et al, 2019), this research is the first to investigate the effects of product reflections as visual cues in marketing and more specifically in brand advertising. Counter to marketers' intuition to use reflections due to their aesthetic appeal, findings from four experiments using multiple product categories in this research evidence a robust negative signaling effect of using product reflections in brand advertisements.…”

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“…For example, symbolic labels will evoke more favorable product attitudes when label-derived extrinsic expectations are consistent with the intrinsic perceptions of specific products (e.g., the label "organic" evokes a favorable attitude toward a yogurt product [13]). Similar interactions have been demonstrated via time-related perceptual congruence between labels and products [10][11][12]14]. Traditional, antique, historical, or classic products or brands are substantially preferred when the schemes are enhanced by temporal perception toward the past, rather than the present [10][11][12].…”

“…Similar interactions have been demonstrated via time-related perceptual congruence between labels and products [10][11][12]14]. Traditional, antique, historical, or classic products or brands are substantially preferred when the schemes are enhanced by temporal perception toward the past, rather than the present [10][11][12]. This conceptual congruence may facilitate information processing regarding these materials and indirectly influence consumers' shopping preferences [12,15].…”

“…We could not rule out the possibility that the mostly older participants in Experiments 1 and 2 tended to prefer products with old years of establishment due to an age-related bias (e.g., [18,19]). Accordingly, the results of Experiments 1 and 2 might have been primarily associated with this aspect of age-related brand loyalty rather than a preference induced by temporal congruence [10][11][12] that may not depend on consumer age. To exclude this possibility, Experiment 3 aimed to replicate the temporal congruence effects found in Experiment 1 using populations younger than those who had participated in Experiments 1 and 2.…”

“…Notably, marketing researchers [9] have reported misperception of symbolic terms that refer to a product characteristic (e.g., a "fruit" symbolizing healthiness), so that the symbolized meaning supersedes the product's negative characteristics (e.g., high-calorie content of fruit sugar). However, recent studies have demonstrated that positive influences of product labels enhance consumers' purchase intentions beyond the perceptual influences related to the mere presence of food labels [10][11][12].…”