Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Advertisements promising positive change may involve a before-after visual (only starting and ending points) or a progression visual (with intermediate steps). Although neglected in the marketplace and by future marketers, across seven studies we show how and why progression ads are superior to before-after ads across multiple consumer domains.



Citation:

Luca Cian, Aradhna Krishna, and Chiara Longoni (2017) ,"Communicating a Promise of Change: Visual Steps Enhance Process Imagery", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 286-290.

Authors

Luca Cian, University of Virginia, USA
Aradhna Krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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