Text versus pictures in advertising: effects of psychological distance and product type
The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers’ perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favourable attitudes and purchase inte...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor and Francis Ltd.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |