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

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