How many pictures should your print ad have?

How many pictures should your print ad have? This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However, consistent with theory regarding the mechanism underpinning affect integration in a simultaneous presentation context, in advertisements with only positive or only negative images, increasing the number of positive (negative) images of similar affective intensity does not increase positive (negative) affect. For both types of advertisements, additional pictures have no effects on attitude toward the ad when they exemplify a product attribute or benefit that an existing picture(s) already depicts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Research Elsevier

How many pictures should your print ad have?

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Publisher
Elsevier
Copyright
Copyright © 2009 Elsevier Inc.
ISSN
0148-2963
eISSN
1873-7978
DOI
10.1016/j.jbusres.2009.09.011
Publisher site
See Article on Publisher Site

Abstract

This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However, consistent with theory regarding the mechanism underpinning affect integration in a simultaneous presentation context, in advertisements with only positive or only negative images, increasing the number of positive (negative) images of similar affective intensity does not increase positive (negative) affect. For both types of advertisements, additional pictures have no effects on attitude toward the ad when they exemplify a product attribute or benefit that an existing picture(s) already depicts.

Journal

Journal of Business ResearchElsevier

Published: Jan 1, 2011

References

  • Attitude and affect: new frontiers of research in the 21st century
    Malhotra, N.K.

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