A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior
In the present research we explore how the degree of disorder (entropy) in visuals can influence customers’ both temporal focus and product evaluations. Across seven studies, we found that high (low) entropy visuals make people focus on past (future), and thereby, elicit more positive evaluations for past (future) related products.
Gunes Biliciler-Unal, Raj Raghunathan, and Adrian Ward (2018) ,"A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior", 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.
Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 46 | 2018
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