Show Me the Product, Show Me the Model: Effect of Picture Type on Attitudes Toward Advertising

Journal of Consumer Psychology 24, 4 (2014) 506–519

14 Pages Posted: 23 Aug 2014 Last revised: 7 Jan 2016

See all articles by Nilufer Aydinoglu

Nilufer Aydinoglu

Koc University

Luca Cian

University of Virginia - Darden School of Business

Date Written: April 13, 2014

Abstract

We suggest that a consideration of consumer self-evaluations is fundamental to understanding the conditions under which it is more advantageous to present person or product pictures in print advertisements. We build on the basic human motives of self-enhancement and self-verification to propose that the specific self-esteem level of consumers, in the domain relevant for the category, differentially affects their responses to picture type. Specifically, for consumers with low (high) domain-specific self-esteem, depicting a product (person) in the advertisement enhances attitudes toward the advertisement more than depicting a person (product). In two studies, we demonstrate the proposed matching relationships using two different domains of consumer self-evaluation: appearance self-esteem and academic self-esteem. We also show that increased and more fluent generation of self-related mental imagery drives the observed improvement in attitudes toward the advertisement. Our findings suggest direct implications for advertising design.

Keywords: Advertising, Pictures, Self-esteem, Mental imagery

Suggested Citation

Aydinoglu, Nilufer and Cian, Luca, Show Me the Product, Show Me the Model: Effect of Picture Type on Attitudes Toward Advertising (April 13, 2014). Journal of Consumer Psychology 24, 4 (2014) 506–519. Available at SSRN: https://ssrn.com/abstract=2484844

Nilufer Aydinoglu

Koc University ( email )

Istanbul, 34450
Turkey

Luca Cian (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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