Images Change Implicit Attitudes More Than Text: Evidence From Corrective Advertising Attempts

We studied corrective information (product recalls, misleading advertising warnings), which are important efforts to change consumer attitudes. Six experiments found that while text and image-based information equivalently change explicit attitudes, only images change implicit attitudes. Manipulations that enhanced and hindered mental imagery creation showed it was the key driver.



Citation:

Olivier Trendel, Kathleen Vohs, and Marc Mazodier (2017) ,"Images Change Implicit Attitudes More Than Text: Evidence From Corrective Advertising Attempts ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 91-95.

Authors

Olivier Trendel, Grenoble Ecole de Management, France
Kathleen Vohs, University of Minnesota, USA
Marc Mazodier, University of Nottingham, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

Read More

Featured

When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.