When White Space Is More Than Burning Money: Economic Signaling Meets Visual Commercial Rhetoric

John Pracejus, University of Alberta, Canada
Thomas O'Guinn , University of Wisconsin - Madison, USA
Douglas Olsen, Arizona State University, USA
“White space” conveys meanings to consumers via social history. It might also be a burning money signal. Two studies show that white space is different from other ways of burning money, and its meanings are sufficiently different across cultures to give strong support to the socio-historical explanation.
[ to cite ]:
John Pracejus, Thomas O'Guinn , and Douglas Olsen (2011) ,"When White Space Is More Than Burning Money: Economic Signaling Meets Visual Commercial Rhetoric ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.