Communicating a Promise of Change: Visual Steps Enhance Process Imagery

• In Event: 4.10 Relationship Between Visual Perception and Consumer Behavior: Identifying Effects of Visual Stimulus Characteristics on Product Evaluations

Short Abstract

Advertisements (ads) promising change typically employ visuals of the starting (“before”) and ending (“after”) point of the promised change. We show that progression ads, which include intermediate steps in addition to starting and ending points, are more persuasive than before-after ads across multiple consumer domains.

Authors

• Luca Cian, University of Virginia, USA

• aradhna krishna, University of Michigan, USA

• Chiara Longoni, Boston University, USA