The “Visual Depiction Effect” in Advertising: Facilitating Embodied Mental Simulation Through Product Orientation

Ryan Elder, Brigham Young University, USA
Aradhna Krishna, University of Michigan, USA
We show that subtle manipulations in the visual depiction of a product can have significant consequences on behavioral intentions. This is posited to occur as visually depictions can differentially impact how we mentally simulate interacting with the product. Our findings provide behavioral evidence for the connection between cognition and perception.
[ to cite ]:
Ryan Elder and Aradhna Krishna (2011) ,"The “Visual Depiction Effect” in Advertising: Facilitating Embodied Mental Simulation Through Product Orientation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 61-62.