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The Impact of Visual Aesthetics on A...

Sun, Yixia.

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The Impact of Visual Aesthetics on Attribute Inference and Advertisement Effectiveness.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Visual Aesthetics on Attribute Inference and Advertisement Effectiveness./
作者:	Sun, Yixia.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
面頁冊數:	110 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
Contained By:	Dissertation Abstracts International77-09A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10102969
ISBN:	9781339665948

The Impact of Visual Aesthetics on Attribute Inference and Advertisement Effectiveness.
Sun, Yixia.

The Impact of Visual Aesthetics on Attribute Inference and Advertisement Effectiveness. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 110 p.

Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.

Thesis (Ph.D.)--The Chinese University of Hong Kong (Hong Kong), 2015.

This item is not available from ProQuest Dissertations & Theses.

Visual advertisements have been widely used to convey consumer knowledge. Though plenty research have investigated the superiority of using visual information over using verbal information, its use in advertisement design is usually indirect and requires cognitive effort to comprehend. Consumers' processing of visual information in advertising has rarely been studied. This thesis focused on visual information alone, independently of verbal descriptions, investigating the process that consumers comprehended these information and its subsequent impact on judgments.

ISBN: 9781339665948Subjects--Topical Terms:

536353
Marketing.

The Impact of Visual Aesthetics on Attribute Inference and Advertisement Effectiveness.
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500 $a Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
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502 $a Thesis (Ph.D.)--The Chinese University of Hong Kong (Hong Kong), 2015.
506 $a This item is not available from ProQuest Dissertations & Theses.
520 $a Visual advertisements have been widely used to convey consumer knowledge. Though plenty research have investigated the superiority of using visual information over using verbal information, its use in advertisement design is usually indirect and requires cognitive effort to comprehend. Consumers' processing of visual information in advertising has rarely been studied. This thesis focused on visual information alone, independently of verbal descriptions, investigating the process that consumers comprehended these information and its subsequent impact on judgments.
520 $a The indirect claim of visual information can activate consumers' inference of alternative attributes besides the target attribute being conveyed. Once these alternative attributes are generated, they may interfere with the comprehension of the target attribute. Chapter 2 addressed this issue by focusing on the use of visual metaphors in advertising. Perceptual attributes were found to be easily conveyed by either product pictures or visual metaphors. Conceptual attributes, however, were difficult to be inferred from visual metaphors, and this was probably due to the failure of visual metaphors to mask alternative attributes. A further comparison of visual metaphors and verbal metaphors suggested that visual metaphors had a direct effect on inferences of the target attribute by highlighting it at the time of ad exposure. Verbal metaphors, however, facilitated comprehension of the target at the time of judgment by masking alternative inferences.
520 $a Though visual information is more vivid than verbal information, it is less effective in articulating causal relations. Chapter 3 focused on problem-solving ads, investigating how consumers identify causal relations based on visual information and how their processing of information influenced subsequent judgments. Results revealed that the effectiveness of such ads was a non-linear function of the difficulty in identifying the causal relationship between an ad's picture and the product (i.e., whether the ad presented a problem that the product purported to solve or a solution that the product could achieve). Ads were easier to understand (a) when the favorableness of the ad's picture is clear than when it is ambiguous, (b) when the ad is solution focused than when it is problem focused, and (c) when the promoted attribute is strongly associated with the product than when it is weakly associated with the product. The three factors combine to have an effect on comprehension difficulty, subsequently influence the effectiveness of an ad. That is, ads that were moderately difficult to understand were more effective than ads that were either too easy or too difficult to understand.
520 $a These findings enriched the literature of visual processing by exploring how consumers make inferences based on visual information alone. Moreover, although the use of visual information in ads appeal is widespread, my findings suggest that caution is warranted in employing it without considering the context in which it is applied.
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