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

Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More

Featured

Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More

Featured

J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants

Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany

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.