Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences

Sharma, Nazuk; Romero, Marisabel

doi:10.1080/00913367.2020.1742819

Cited by 13 publications

(20 citation statements)

References 37 publications

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“…First, our work adds to limited prior marketing research investigating the effects of product shadows as visual cues (Sharma, 2016, 2018; Sharma and Romero, 2020) and extends it to the research stream studying advertising effectiveness (MacKenzie et al , 1986; Miniard et al , 1991). Second, it combines marketing research on product shadows with research on black-and-white versus colored product presentations in extending the understanding around how these stylistic ad elements interact with product presentation formats like color in influencing advertising effectiveness (Lee et al , 2014; Peracchio and Meyers-Levy, 2005).…”

Section: Theoretical Contributionsmentioning

confidence: 96%

“…Prior research testing the relationship between black-and-white (vs colored) imagery and abstract (vs concrete) construals has also used the same IAT approach in testing this automatically activated link between imagery color and the corresponding construals (Lee et al, 2014(Lee et al, , 2017. Product shadows are not only subtle but also peripheral cues whose downstream effects have mainly been observed under more contextualized settings (Sharma, 2016(Sharma, , 2018Sharma and Romero, 2020). In this pretest, we not only tested a relatively neutral product which could be highlighted for gestalt as well as component aspects, but also did not offer any contextualizing claims.…”

Section: Pretest On Images For Shadow and Colormentioning

confidence: 99%

“…Specifically, this research examines the impact of product shadow on ad effectiveness perceptions when the ad emphasizes a product's abstract or gestalt attributes like its shape or style, or its concrete or component aspects like its details and nuances (Jia et al, 2014;Lee et al, 2014). Where previous research exploring shadows has only looked at either black-andwhite (Sharma, 2016(Sharma, , 2018 or colored product presentations (Sharma and Romero, 2020), this research is the first to assess product shadows in how they impact ad effectiveness under gestalt and component product scenarios along with the product's black-and-white or colored presentation (Lee et al, 2014(Lee et al, , 2017. It is also the first to test the moderating impact of product shadows for black-and-white, gestalt product presentations versus colored, component product presentations under contexts where consumers are already processing under a gestalt or a component visual processing mode (Jia et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…In contrast to their frequent use in contemporary advertising, there exists a limited amount of academic research on product shadows. Even though product shadows are peripheral ad elements, a narrow stream of marketing research shows that they can enhance product luxury perceptions (Sharma, 2016), differentially influence experiential versus functional brand concepts (Sharma, 2018) and increase product heaviness assessments (Sharma and Romero, 2020). The current work extends this stream of research by investigating their effect on a novel outcome of ad effectiveness, which pertains to consumer judgments of how clearly an ad conveys the intended product information based on proper execution of all the verbal and visual elements (MacKenzie et al , 1986; Miniard et al , 1991).…”

Section: Introductionmentioning

confidence: 99%

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The moderating impact of product shadows on ad effectiveness perceptions for gestalt versus component product frames, product presentation color, and consumer visual processing modes

Sharma

Stock

2022

JCM

Self Cite

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Purpose This research aims to investigate the moderating impact of product shadows in gestalt versus component product frames on ad effectiveness perceptions. It offers insights on shadow-compatible and incompatible modes of product presentation color as well as consumer visual processing modes that offer optimal advertising effectiveness. Design/methodology/approach This research begins with a content analysis of some popular print magazines and builds on qualitative findings from interviews conducted with two industry executives. It then undertakes four experiments to test the proposed hypotheses following a more deductive approach. Findings Results reveal that incorporating product shadows increase ad effectiveness for gestalt products presented in black-and-white, but lower ad effectiveness for component products presented in color. Additionally, ad effectiveness for a gestalt (component) product presented in black-and-white (color) increases (decreases) in the presence of product shadow when consumers are currently processing in a compatible, gestalt (component) visual mode. Research limitations/implications In addition to extending the limited marketing research on product shadows, this research contributes to the literature studying information communication theory (ICT) and advertising effectiveness, Construal-Level Theory (CLT), Heuristic–Systematic Model (HSM) of information processing and stylistic visual cues used in advertising. Practical implications This research is focused on advertising effectiveness, providing a tangible outcome of interest to practitioners. An optimal use of this simple, inexpensive and stylistic ad element can help managers design effective communications without forgoing established brand equity. Originality/value Limited marketing research on product shadows has only looked at their impact on product luxury implications (Sharma, 2016), experiential versus functional brand evaluations (Sharma, 2018) and product heaviness perceptions (Sharma and Romero, 2020). To the best of the authors’ knowledge, this work is the first to investigate specific gestalt versus component product contexts and the role of black-and-white and colored product presentations, along with specific consumer visual processing modes where shadows either increase or decrease the overall ad effectiveness.

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Section: Theoretical Contributionsmentioning

confidence: 96%

Section: Pretest On Images For Shadow and Colormentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The moderating impact of product shadows on ad effectiveness perceptions for gestalt versus component product frames, product presentation color, and consumer visual processing modes

Sharma

Stock

2022

JCM

Self Cite

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“…Dengan persaingan bisnis yang semakin ketat, perusahaan menerapkan inovasiinovasi untuk menarik minat konsumen dan mendorongnya menggunakan produk. Menurut Kitchen (2017) Visual cues digunakan untuk membangun persepsi kuat tentang produk melalui penggunaan bayang produk dengan visual seperti grafik dan batasan harganya (Sharma & Romero, 2020). Terkait dengan penelitian ini di mana konten kampanye "Ayo!…”

Section: Pendahuluanunclassified

Pengaruh brand ambassador Hamish Daud dan iklan terhadap brand image Clear

Yanti

Gusfa²

2022

jmk

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Periklanan merupakan salah satu media yang sering digunakan perusahaan untuk menginformasikan, membujuk, dan mengingatkan khalayak. Iklan yang ditayangkan diharapkan mampu menimbulkan atensi dari khalayak dan dapat memberikan rasa ketertarikan dari isi pesan yang disajikan. Iklan berisi makna pesan melalui kata-kata, gambar atau ikon menarik yang diulang-ulang sehingga dapat menarik perhatian publik, dalam penayangan iklan banyak perusahaan yang menggunakan jasa selebritis sebagai bintang iklan atau ikon perusahaan untuk menyampaikan sebuah pesan maupun merepresentasikan produknya di mata konsumen serta untuk meningkatkan image brand itu sendiri. Iklan mimpi besar generasi muda melalui gerakan "Ayo! Indonesia Bisa" memobilisasi generasi milenial Indonesia dan Clear menghadirkan Clear Change Agent yang mewakili generasi muda untuk berbagi cerita inspiratif tentang mimpi besar hidupnya, salah satunya Hamish Daud. Brand image Clear berpengaruh dengan agen perubahan ini dan iklan yang tematik mimpi hidup. Tujuan penelitian ini untuk mengetahui pengaruh brand ambassador dan iklan terhadap brand image dan sikap. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Penelitian ini dilakukan pada milenial, menggunakan teknik purposive sampling dan data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa ada pengaruh penggunaan brand ambassador Hamish Daud dan iklan Clear "Ayo! Indonesia Bisa" terhadap brand image Clear. Brand image Clear di mata pengguna produknya yaitu milenial membayangkan produk dari ambassador dengan value 39.1% dan penggunaan iklan value-nya 41,5%. Penggunaan ambassador dan iklan dalam mem-branding image produk dapat memengaruhi sikap milenial secara signifikan melalui keputusan partisipasi di media sosial.

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

Sharma

Kumar

2022

J of Consumer Behaviour

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While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy‐to‐implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.

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Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences

Cited by 13 publications

References 37 publications

The moderating impact of product shadows on ad effectiveness perceptions for gestalt versus component product frames, product presentation color, and consumer visual processing modes

The moderating impact of product shadows on ad effectiveness perceptions for gestalt versus component product frames, product presentation color, and consumer visual processing modes

Pengaruh brand ambassador Hamish Daud dan iklan terhadap brand image Clear

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

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