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
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