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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Prominent Logos Make You Feel Competent
Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA
Featured
The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive
Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA
Featured
Trust No One. Verify Everything: Bitcoin
Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada