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EFFECTS OF IMAGE CLOSENESS ON THE PERSUASIVENESS OF ADVERTISEMENT
The study examines the role of image closeness in advertising persuasiveness. To understand how consumers process different degree of image closeness in advertising, we apply construal level theory (CLT) suggests consumers’ perceived spatial distance of visual stimuli influence their level of construal. It also investigates how advertising’s message appeals (rational vs. emotional) and product types (utilitarian vs. hedonic) moderate the effects of construal level on advertising effectiveness. Drawing on CLT, the authors hypothesize that rational appeals will be more persuasive when consumers perceive the product image in advertising as spatially close, while emotional appeals will be more persuasive when consumers perceive it as spatially distant. The study employed 2(near vs. far distance)x2(rational vs. emotional appeal)x2 (utilitarian vs. hedonic product) factorial design. A total of 232 people (108 males) participated in the experiment. Results revealed that spatial distance and advertising appeals had significant interaction effects on attitude towards ad and brand attitude. Particularly, when the image shot looks close, rational appeals are more persuasive than emotional appeals. Comparatively, when the image looks distant, emotional appeals are more persuasive than rational appeals. The two-way interaction between advertising appeals and product type are also significant for attitude toward ad and brand attitude. Particularly, rational appeals for utilitarian product were more persuasive and while emotional appeals for hedonic product were more persuasive. Finally, three way interaction between spatial distance, advertising appeals, and product type had significant effects on brand attitude. When the image looks close, the superior effects of rational appeal compared to emotional appeal was greater in utilitarian product than in hedonic product. Conversely, when the image looks distant, the superior effects of emotional appeal compared to rational appeal was greater in hedonic product than in utilitarian product. Theoretical and practical implications are discussed.
