Imagery of Change: Visual Outcomes Elicit Process Simulation and Promote Persuasiveness

Advertisements promising change typically employ visuals of the starting (“before”) and ending (“after”) points of the promised change. We show why and when progression ads, which include intermediate steps in addition to starting and ending points, are more persuasive than before-after ads despite being much rarer in the marketplace.


Luca Cian, Chiara Longoni, and Aradhna Krishna (2019) ,"Imagery of Change: Visual Outcomes Elicit Process Simulation and Promote Persuasiveness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 201-205.


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


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More


‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More


O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions

Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.