Picture Or Text Superiority? the Two Forces of Element Size on Communication Effectiveness

When should practitioners allocate more space to pictures or to text? Analyzing over 4,000 cover-photos of Facebook business pages, we found that enlarging pictures boosts (reduces) the number of likes for high (low) involvement products and high-end (low-end) brands as impression formation (message persuasion) is pivotal in the context.


Canice Man Ching Kwan, Chu (Ivy) Dang, and Yang SHI (2020) ,"Picture Or Text Superiority? the Two Forces of Element Size on Communication Effectiveness", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 414-417.


Canice Man Ching Kwan, The Open University of Hong Kong
Chu (Ivy) Dang, University of Hong Kong
Yang SHI, Shenzhen Audencia Business School, Shenzhen University


NA - Advances in Consumer Research Volume 48 | 2020

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