Abstract or concrete? The influence of image type on consumer attitudes

Abstract Pictures have been used for a wide range of marketing purposes, but few studies have focused on the specific uses of abstract versus concrete images in marketing field. This study explores the impact of image type on consumer attitudes based on the conception of imagery elaboration. We find that the interaction between product category and image type has a significant effect on consumer attitudes. Specifically, for hedonic product, abstract image is more likely to motivate consumers to form a positive attitude than concrete image, whereas for utilitarian product, concrete image is more effective. We also show the mediating role of imagery elaboration. The interaction of product category and image type has a significant effect on imagery elaboration: in the case of hedonic product, product with abstract image was found to be better for evoking imagery elaboration, whereas in the case of utilitarian product, adding a concrete image to the product was more successful at generating imagery elaboration. Furthermore, imagery elaboration has a significant effect on consumer attitudes. This study offers specific suggestions that companies can incorporate into product design and marketing.