When Less Is More: Not Showing the Product’S Picture in an Advertisement Can Increase Product Evaluations

Four experiments showed that leaving out (vs. presenting) the product’s picture in an advertisement can lead to more favorable ad and brand evaluations. This effect only occurs when the content of the ad is less relevant to the viewers’ current life experiences.



Citation:

Tao Tao and Leilei Gao (2017) ,"When Less Is More: Not Showing the Product’S Picture in an Advertisement Can Increase Product Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 908-908.

Authors

Tao Tao, Hong Kong Baptist University, Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More

Featured

Memory-Based Models of Predicting Inferences about Brand Quality

Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research

Read More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

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.