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Easy Does It: How the Organization of Print Advertisements Influences Product Evaluations

Elek, Jennifer K.
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1260816711

Abstract Details

2010, Doctor of Philosophy (PhD), Ohio University, Psychology (Arts and Sciences).
How can advertisers improve consumer attitudes toward a given brand? Improving the ease with which consumers can process and make sense of an advertisement that features the product appears to be one possible strategy. Eight studies explored whether the location of a familiar or novel product in the context of a print advertisement influences consumer appraisals of the brand. Across five experiments in which participants viewed print advertisements, participants presented with ads that featured familiar brands tended to respond more favorably to those in which the brand appeared in the center, rather than along the margins, of the image. Conversely, participants presented with advertisements of novel brands reported more favorable appraisals when the ad featured the brand along the margins of the image than at the center. This response pattern appears to emerge via a processing fluency mechanism: When the consumer’s metacognitive understanding of fluency as a positive evaluative cue changed, the response pattern reversed. These findings indicate that simple aesthetic decisions about the construction of print advertisements could elicit more favorable consumer responses to the featured brand.
Emily Balcetis, PhD (Committee Chair)
Keith Markman, PhD (Committee Member)
Mark Alicke, PhD (Committee Member)
Jane Sojka, PhD (Committee Member)
160 p.
Marketing; Social Psychology
processing fluency; consumer psychology; attitudes; brand familiarity; advertising; visual attention

Recommended Citations

Citations

  • Elek, J. K. (2010). Easy Does It: How the Organization of Print Advertisements Influences Product Evaluations [Doctoral dissertation, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1260816711

    APA Style (7th edition)

  • Elek, Jennifer. Easy Does It: How the Organization of Print Advertisements Influences Product Evaluations. 2010. Ohio University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1260816711.

    MLA Style (8th edition)

  • Elek, Jennifer. "Easy Does It: How the Organization of Print Advertisements Influences Product Evaluations." Doctoral dissertation, Ohio University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1260816711

    Chicago Manual of Style (17th edition)

ohiou1260816711
373
© 2009, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.