Is Persuasive Power of Typography Real? the Influence of Attitude Toward the Typography on Advertising Evaluation

Olivier Droulers, University of Rennes 1 France
Jennifer Amar, University of South Brittany France
In consumer psychology, recent academic works suggest that the way typography affects the reader can play an important role. However little is known about the influence of typography on persuasion in an advertising context. In this research we investigate the role of “attitude toward the typography” on advertising evaluation.
[ to cite ]:
Olivier Droulers and Jennifer Amar (2014) ,"Is Persuasive Power of Typography Real? the Influence of Attitude Toward the Typography on Advertising Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 783-783.