Pictures Versus Words in Changing Implicit Attitudes in Ambush Marketing Disclosure: the Role of Valence of Mental Images

Olivier Trendel, Grenoble Ecole de Management, France
Marc Mazodier, University of South Australia, Australia
Kathleen Vohs, University of Minnesota, USA
This research presents three experiments comparing the effectiveness of counterattitudinal pictures versus text in changing implicit attitudes in the case of ambush marketing disclosure. We show that the relative effectiveness of pictures versus text in changing implicit attitudes resides in the valence of mental images produced by the counterattitudinal information.
[ to cite ]:
Olivier Trendel, Marc Mazodier, and Kathleen Vohs (2012) ,"Pictures Versus Words in Changing Implicit Attitudes in Ambush Marketing Disclosure: the Role of Valence of Mental Images", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 899-900.