The Effect of Pictorial Distance and the Viewer's Sociability on Ad Liking

The effect of geographic indication in advertising background pictures on product evaluation: The moderating role of familiarity

“…For example, Artz, Tybout and Kehret-Ward (1994) manipulated the range of perceptual distance in advertising pictures. Thus, based on the results, this study suggests that activating different construal levels by advertising contexts may also affect product evaluations.…”

“…Thus, based on the results, this study suggests that activating different construal levels by advertising contexts may also affect product evaluations. For example, Artz, Tybout and Kehret-Ward (1994) manipulated the range of perceptual distance in advertising pictures. Based on the findings of the current research, close-up perspectives of advertising pictures are likely to evoke low-level construals, whereas distant perspectives of advertising pictures are likely to evoke high-level construals.…”