产品(数学)
广告
动画
消费(社会学)
现实主义
计算机科学
图像(数学)
营销
心理学
业务
人工智能
美学
数学
计算机图形学(图像)
艺术
几何学
文学类
作者
B. Kyu Kim,Jinhee Choi,Cheryl Wakslak
标识
DOI:10.1080/00913367.2019.1597787
摘要
Many advertisements use unrealistic images of products (e.g., hand drawings, digital illustrations, rotoscoped animation) instead of actual product images. However, while unrealistic product images are widely used in advertisements, little is known about their possible impact on product evaluation. We propose that because products in unrealistic images look unconsumable or unusable, unrealistic product images (1) suppress consumers’ mental simulation of consuming or using those products and (2) increase uncertainty in the judgment of these products’ characteristics. As a result, unrealistic images attenuate the judgment of a product’s characteristics (both benefits and drawbacks). That is, the same characteristics are judged less intensely when a product is presented as an unrealistic image instead of a realistic image. Through seven studies, we demonstrate this effect for food items (e.g., bread, cupcakes, hamburgers, and chips) and durable goods (e.g., automobiles), finding support for the underlying processes. We further demonstrate that the impact of unrealistic images is not restricted to product evaluation but also extends to actual consumption.
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