A Match Made in Heaven the Effectiveness of Matching Pictorial and Temporal Horizons in Advertising

This paper provides evidence that the horizon height in a panoramic photograph affects construal level. Additionally, this papers shows that - when both visual (i.e., horizon) and verbal advertising elements induce the same (vs. a different) type of construal - ad effectiveness increases.



Citation:

Gudrun Roose and Anneleen Van Kerckhove (2018) ,"A Match Made in Heaven the Effectiveness of Matching Pictorial and Temporal Horizons in Advertising", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 100-101.

Authors

Gudrun Roose, Ghent University, Belgium
Anneleen Van Kerckhove, Ghent University, Belgium



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

Read More

Featured

Q4. The notion of self-optimization in context of self-tracking and beyond

Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More

Featured

M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

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.