Text versus pictures in advertising: effects of psychological distance and product type

Yung Kyun Choi, Sukki Yoon, Kacy Kim, Yeonshin Kim

Research output: Contribution to journalArticlepeer-review

42 Scopus citations

Abstract

The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers’ perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions toward products to be purchased in the distant (close) future or at a distant (close) location. In addition, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions for durable (nondurable) goods. The research shows that marketers will be most persuasive if they ensure congruence among message formats, product types, and psychological distance.

Original languageEnglish
Pages (from-to)528-543
Number of pages16
JournalInternational Journal of Advertising
Volume38
Issue number4
DOIs
StatePublished - 19 May 2019

Keywords

  • congruency effect
  • message format
  • product type
  • psychological distance

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