Putting the Consumer in the Picture: Visual Perspectives and Mixed Emotions in Advertising

Iris Hung, National University of Singapore, Singapore
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China
Advertising appeals often employ mixed emotions. Across three experiments, we find that the effectiveness of such advertising depends on the visual perspective depicted in the ad. Specifically, advertisements that take an actor's [observer's] perspective facilitate the elicitation of hedonic [self-conscious] emotional appeals, leading to improved evaluations of the advertised products.
[ to cite ]:
Iris Hung and Anirban Mukhopadhyay (2012) ,"Putting the Consumer in the Picture: Visual Perspectives and Mixed Emotions in Advertising", 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: 276-289.