Effect of Visual Imagery and Product Facing Direction on Advertising Communication

• Main Authors: HUANG, YU-SHAN, 黃郁善
• Other Authors: Chou, YU-JEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4b9qe3

碩士 === 銘傳大學 === 企業管理學系 === 107 === The presentation of product images is an important issue for marketers. Prior research focus on product facing direction and temporal focus. The author adds the concept of dynamic and visual imagery as an extension of past research. This research conducts a 2(product facing direction: left vs. right) × 2(image: dynamic vs. static) × 2(visual imagery: feeling imagery vs. objective imagery) between-subjects design. There are several findings in this research. First, when consumers focus on past (vs. future), the product facing direction induces better perceived fluency on the left (vs. right), and further affects the advertising communication. Second, dynamic imagery induces higher engagement than static imagery. Third, dynamic imagery moderates the relationship between congruence of product facing direction and temporal focus and advertising communication. Finally, when consumers adopt a feeling imagery, the dynamic image induces better advertising communication than the static image. These findings suggest that advertisers can use the congruency of product facing direction and temporal focus and add emotional elements to enhance the advertising communication.