The Right Angle: Visual Portrayal of Products Affects Observers’ Impressions of Owners

Schuldt, Jonathon P.; Konrath, Sara; Schwarz, Robert

doi:10.1002/mar.20557

Cited by 8 publications

(5 citation statements)

References 40 publications

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“…In the context of brand personification, this induction process begins when exposure to a human-like brand personification elicits activation of a consumer's knowledge about humans. The human-like brand portrayal may be spontaneously recognized by the consumer, as when a car's grille and headlights seem to look like a human face (Aggarwal & McGill, 2007), and inferences about the car's "personality" result (Landwehr, McGill, & Herrmann, 2011;Schuldt, Konrath, & Schwarz, 2012). Sometimes the meaning of the human-like brand portrayal is not obvious, straightforward, or instantly recognizable; additional cognitive processing is required before understanding is achieved.…”

Section: Cognitive Processes That Mediate Anthropomorphic Inference Mmentioning

confidence: 99%

Cultural Factors That Impact Brand Personification Strategy Effectiveness

Aguirre‐Rodriguez

2013

Psychology and Marketing

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A brand personification is a human‐like portrayal of a product or brand that is designed to associate the brand with certain human characteristics. Brand personifications, such as fictional human characters (e.g., Mr. Clean), human‐like brand characters (e.g., Pillsbury doughboy), and product animations (e.g., M&M's characters), portray human‐like personality characteristics intended to shape consumers’ brand images. However, a brand personification strategy that appeals to consumers in one cultural context will not necessarily appeal to consumers in another cultural context. To explore cultural factors impacting brand personification strategies, a literature review was conducted. Ten research propositions were developed for future research and managerial implications were discussed.

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Section: Cognitive Processes That Mediate Anthropomorphic Inference Mmentioning

confidence: 99%

Cultural Factors That Impact Brand Personification Strategy Effectiveness

Aguirre‐Rodriguez

2013

Psychology and Marketing

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“…These popular expressions capture the common understanding that people judge us by our consumption choices. Ample evidence exists that our product choices—automobiles, clothing, home furnishings, and food—are often used by other people to judge our character, personality, and social status (Belk, Bahn, & Mayer, ; Bellezza, Gino, & Keinan, ; Griskevicius, Tybur, & Van den Bergh, ; Schuldt, Konrath, & Schwarz, ; Sundie et al., ). Brands, in particular, are imbued with associations to certain personal qualities, social status, and group membership (Aaker, ; Dommer, Swaminathan, & Ahluwalia, ; Escalas & Bettman, ), and these associations can be used to form impressions of the brand user (Achenreiner & John, ; Fennis & Pruyn, ; Nelissen & Meijers, ).…”

mentioning

confidence: 99%

Judging a Book by its Cover: The Influence of Implicit Self‐Theories on Brand User Perceptions

Park

John

2017

J Consum Psychol

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Do people judge others based on the brands they use? Prior research finds evidence to this effect, yet we argue this phenomenon is far from universal. Drawing on research on implicit self-theories, we find that only entity (but not incremental) theorists are prone to judging people based on their brand use (Studies 1 and 2). We show that entity theorists infer that people use brands to signal who they are to others, thereby forming perceptions of these people based on the personality of the brands they use, but incremental theorists are reluctant to make inferences about brand users' signaling motives (Studies 3, 4, and 5). When tendencies to make signaling inferences are reduced, entity theorists no longer judge people based on their brand use (Studies 3 and 4). Furthermore, even incremental theorists judge people based on their brand use when given the information that their brand use is not driven by situational forces, but is potentially driven by a signaling motivation (Study 5).

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“…An investigation into the influence of stylistic properties of a product image, a visual characteristic, on product perception has been recognized as a significant challenge in marketing (Berg, 2015;Berg & Lindström, 2021). Regarding the direction of the product image, a stylistic property of a product image, studies have examined the influence of the two-dimensional presentation format, such as up-down (Meyers-Levy & Peracchio, 1992;Peracchio & Meyers-Levy, 2005;Yang et al, 2010) and horizontal (Schuldt et al, 2012). However, there has been no attempt to examine the three-dimensional presentation that includes depth.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

3D versus 2D: Effects of the number of dimensions of product images on perceptions of product size

Kwon,

Suda,

Nomura

2024

J of Consumer Behaviour

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When shopping online, it is difficult to estimate size from visual cues in the form of product images. While package shape and color have been discussed as factors influencing perceptions of product size, this research focuses on the influence of visual cues, such as the number of dimensions of the product image (i.e., two‐dimensional image vs. three‐dimensional image) on perceptions of product size. This study involved three surveys whose results revealed that three‐dimensional product images are perceived as larger products than two‐dimensional product images. Moreover, three‐dimensional product images positively influenced perceived product weight, suggesting a downstream effect from perceived weight on willingness to pay (WTP, Study 3). The results of this study contribute to a better understanding of how consumers perceive product size from product images in online retailing. Specifically, the results of this study extend our understanding of the mechanisms behind product size perception by including the influential factor of product image dimensionality in size perception bias. In addition, these findings have practical implications. In recent years, food packaging has become smaller, but consumers may react negatively to smaller packages, even when the volume of the contents remains unchanged. For these practical concerns, it may be possible to mitigate the negative effects of downsizing by presenting product images in a three‐dimensional format.

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The Right Angle: Visual Portrayal of Products Affects Observers’ Impressions of Owners

Cited by 8 publications

References 40 publications

Cultural Factors That Impact Brand Personification Strategy Effectiveness

Cultural Factors That Impact Brand Personification Strategy Effectiveness

Judging a Book by its Cover: The Influence of Implicit Self‐Theories on Brand User Perceptions

3D versus 2D: Effects of the number of dimensions of product images on perceptions of product size

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