Affective responses to images in print advertising: affect integration in a simultaneous presentation condition

Print advertising frequently employs multiple images within a single advertisement, each of which is capable of generating an affective response. Little is known, however, about how these multiple ad components combine to impact overall emotional response to advertising. Evidence from three experiments suggests that when advertisement images are all positive or all negative, the most extreme image determines overall response. When an advertisement contains both positive and negative images, a compensatory mechanism seems to drive overall response. This implies that there may be little advantage to using multiple images of similar valence and intensity, but that a greater number of positive pictures will lead to a more positive response in mixed-valence advertisements

How Nothing Became Something: White Space, Rhetoric, History, and Meaning

We seek to advance visual theory in the domain of commercial rhetoric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual trope common in advertising, white space. The choice of white space was purposeful in that it is not a picture and its history is both accessible and traceable. Our sociohistorical theory is supported by showing how specific movements and social forces acted upon the meaning of this particular visual rhetorical device and how this meaning is today shared and understood by both producers of ads (ad agency creative directors) and the readers of ads (ordinary consumers). We conclude with a discussion of the implications of this approach to rhetorical and other major theoretical formulations. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Why more can be less: An inference-based explanation for hyper-subadditivity in bundle valuation

We conceptualize, develop, and test a multiple-item bundle valuation model through which decision makers are able to make inferences about the value of uncertain items based on the value of certain items. Results of four experiments indicate that bundling a low-value certain item with a high-value uncertain item, which are not substitutes, results in a bundle valuation lower than the value of the uncertain item alone. We refer to this highly unexpected and previously unexplained phenomenon as "hyper-subadditivity." In addition we find that bundling a high-value certain item with a low-value uncertain item leads to superadditivity, even though the items are not complements. Hence, we find that when two objects are bundled together, and one has a more certain value, decision makers use the value of the certain item to infer the value of the less certain item. They might infer that the other (less certain) object must be worth an amount similar to the item with which they are paired. We further demonstrate that reducing uncertainty eliminates these effects, and that direct value inferencing (not simple numeric priming, nor inferences about quality) is the most likely mechanism driving these effects.

Why more can be less: An inference-based explanation for hyper-subadditivity in bundle valuation

We conceptualize, develop, and test a multiple-item bundle valuation model through which decision makers are able to make inferences about the value of uncertain items based on the value of certain items. Results of four experiments indicate that bundling a low-value certain item with a high-value uncertain item, which are not substitutes, results in a bundle valuation lower than the value of the uncertain item alone. We refer to this highly unexpected and previously unexplained phenomenon as “hyper-subadditivity.” In addition we find that bundling a high-value certain item with a low-value uncertain item leads to superadditivity, even though the items are not complements. Hence, we find that when two objects are bundled together, and one has a more certain value, decision makers use the value of the certain item to infer the value of the less certain item. They might infer that the other (less certain) object must be worth an amount similar to the item with which they are paired. We further demonstrate that reducing uncertainty eliminates these effects, and that direct value inferencing (not simple numeric priming, nor inferences about quality) is the most likely mechanism driving these effects

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.Images Print advertising Scope effects Affect Attitude