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.
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.
Olivier Trendel, Grenoble Ecole de Management, France
Kathleen Vohs, University of Minnesota, USA
Marc Mazodier, University of Nottingham, China
NA - Advances in Consumer Research Volume 45 | 2017
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