Reason and Realism: Image As Argument

We will examine the new visual environment for brand information and product representation. We will begin by briefly recapping the results of our study (forthcoming JCR 2007) showing that pictures are now capable of representing as specific a list of brand attributes as are words—and that consumers accurately infer the features thus listed. We will then present studies that expand this notion by exploring the range in the representation of objects in an age of heavy visual stylization and viewer experience with tools such as Photoshop.


Linda Scott and Patrick Vargas (2007) ,"Reason and Realism: Image As Argument", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 230-232.


Linda Scott, University of Oxford, United Kingdom
Patrick Vargas, University of Illinois, United States


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume

Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA

Read More


Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More


Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

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.