The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation
Keywords
embodied mental simulation, visual product depiction, purchase intentions
Abstract
This research demonstrates that visual product depictions within advertisements, such as the subtle manipulation of orienting a product toward a participant’s dominant hand, facilitate mental simulation that evokes motor responses. We propose that viewing an object can lead to similar behavioral consequences as interacting with the object since our minds mentally simulate the experience. Four studies show that visually depicting a product that facilitates more (vs. less) embodied mental simulation results in heightened purchase intentions. The studies support our proposed embodied mental simulation account. For instance, occupying the perceptual resources required for embodied mental simulation attenuates the impact of visual product depiction on purchase intentions. For negatively valenced products, facilitation of embodied mental simulation decreases purchase intentions.
Original Publication Citation
Elder, Ryan S. & Aradhna Krishna (2012), “The ‘Visual Depiction Effect’ in Advertising: Facilitating Embodied Mental Simulation Through Product Orientation,” Journal of Consumer Research, 38(April), 988-1003.
BYU ScholarsArchive Citation
Elder, Ryan S. and Krishna, Aradhna, "The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation" (2012). Faculty Publications. 8438.
https://scholarsarchive.byu.edu/facpub/8438
Document Type
Peer-Reviewed Article
Publication Date
2012
Publisher
Journal of Consumer Research
Language
English
College
Marriott School of Business
Department
Marketing
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