Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Advertisements promising positive change (change-ads) may employ before-after visuals (of the starting and ending points) or progression visuals (which include, in addition to starting and ending points, the intermediate steps). Although neglected in the marketplace, we show that progression ads are more persuasive than before-after ads in conveying change.


Luca Cian, Aradhna Krishna, and Chiara Longoni (2018) ,"Communicating a Promise of Change: Visual Steps Enhance Process Imagery", 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: 102-103.


Luca Cian, University of Virginia, USA
Aradhna Krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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