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



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