Communicating a Promise of Change: Visual Steps Enhance Process Imagery
Advertisements (ads) promising change typically employ visuals of the starting (“before”) and ending (“after”) point of the promised change. We show that progression ads, which include intermediate steps in addition to starting and ending points, are more persuasive than before-after ads across multiple consumer domains.
Luca Cian, aradhna krishna, and Chiara Longoni (2018) ,"Communicating a Promise of Change: Visual Steps Enhance Process Imagery", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 68-73.
Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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