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

Yeung Jo Kim; Sie Yeoun Song; Junsang Yeo

doi:10.1111/ajsp.12117

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

Yeung Jo Kim
, Sie Yeoun Song
, Junsang Yeo

Department of Business Administration

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

Abstract

This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility-related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability-related information. However, familiarity with geographic indications eliminated this effect.

Original language	English
Pages (from-to)	163-169
Number of pages	7
Journal	Asian Journal of Social Psychology
Volume	19
Issue number	2
DOIs	https://doi.org/10.1111/ajsp.12117
State	Published - 1 Apr 2016

Keywords

Background picture
Construal level theory (CLT)
Geographic indication
High-level construal
Low-level construal

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10.1111/ajsp.12117

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abstract = "This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility-related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability-related information. However, familiarity with geographic indications eliminated this effect.",

keywords = "Background picture, Construal level theory (CLT), Geographic indication, High-level construal, Low-level construal",

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AU - Yeo, Junsang

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N2 - This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility-related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability-related information. However, familiarity with geographic indications eliminated this effect.

AB - This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility-related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability-related information. However, familiarity with geographic indications eliminated this effect.

KW - Background picture

KW - Construal level theory (CLT)

KW - Geographic indication

KW - High-level construal

KW - Low-level construal

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EP - 169

JO - Asian Journal of Social Psychology

JF - Asian Journal of Social Psychology

IS - 2

ER -

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

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Keywords

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