Does Bigger Equal Better? How Product-Model Size Ratio and Brand’S Social Role Impact Ad Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Xing-Yu Chu, National Sun Yat-sen University, Taiwan
Hsin-Yi Wang, National Sun Yat-sen University, Taiwan
Dickson Tok, National Sun Yat-sen University, Taiwan
In this research, we adopt the “size embodies power” metaphor and suggest that this metaphorical link may influence ad effectiveness: a larger size contrast between product and model images in an ad will make it easy for consumers to associate the advertised product with a greater social power.
[ to cite ]:
Chun-Tuan Chang, Xing-Yu Chu, Hsin-Yi Wang, and Dickson Tok (2017) ,"Does Bigger Equal Better? How Product-Model Size Ratio and Brand’S Social Role Impact Ad Effectiveness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 565-566.