Assimilation and Contrast in Advertising: How Product Categories and Order of Presentation Affect People’s Attitude Towards Print Ads

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Information Systems Interactive Poster Session

Abstract

Advertising can be repellant or attractive, but how do ads in close proximity to each other affect one another? As will I explain in the paper, ads can be like magnets, repelling perceptions of ads that are similar and attracting perceptions of ads that are different. Reflected in the audience’s attitude, people may compare and contrast attitudes towards ads from the same product category, while assimilating their attitudes toward ads that belong to different product categories.

Authors

• Shuoying Cui, U of Illinois at Urbana-Champaign

• Patrick Vargas, U of Illinois at Urbana-Champaign

• Kevin Wise, U of Illinois