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The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control

The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control

Zhang, Yakun ORCID: 0000-0002-5336-7717, Xiao, Sarah and Nicholson, Mike (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising. ISSN 0091-3367 (Print), 1557-7805 (Online) (In Press)

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Abstract

Dynamic imagery (e.g., frozen motion images) is widely used in high imagery ads to enhance consumer engagement. However, little is known as to whether and how product presentation dynamism influences the effectiveness of ads with other visual stimuli. Given that different visual elements compete for finite attentional resources, this paper proposes that product presentation dynamism interacts with contextual backgrounds and advertising slogans in a visual ad. Study One reveals that dynamic product presentation diverts attentional resources away from the background image, making contextual backgrounds less effective in enhancing imagery fluency than a plain background. Study Two extends these findings by exploring the complicating effect of the presence of a slogan and revealing important product category differences. For hedonic products, congruent (incongruent) slogan-background meanings increase imagery fluency under stationary (dynamic) product presentation, which further increases purchase intentions. For utilitarian products, incongruent slogan-background meanings increase purchase intentions under dynamic product presentation. The conceptual and practical implications of these findings are discussed.

Item Type: Article
Uncontrolled Keywords: dynamic product imagery, contextual backgrounds, imagery fluency, perceptual load, cognitive load
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 29 Jul 2020 09:13
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: REF 1
URI: http://gala.gre.ac.uk/id/eprint/28653

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