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Writing with Pictures: Toward a Unifying Theory of Consumer Response to Images

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  • Linda M. Scott
  • Patrick Vargas

Abstract

Studies of response to advertising images follow parallel streams: one treats visuals as sensory data; the other, operating under rhetorical theory, presumes that images are communicative artifacts. By revisiting a seminal article by Mitchell and Olson, we empirically demonstrate an alternative explanation for results under the sensory approach, while also establishing the basis for complex statements like tropes. We argue that consumers read product attributes from pictures based on an emergent writing system made possible by recent communication technologies. Our theory is consistent with the historical record of communication technology and with the trajectory of research in fields that study writing systems. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Linda M. Scott & Patrick Vargas, 2007. "Writing with Pictures: Toward a Unifying Theory of Consumer Response to Images," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 341-356, July.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:3:p:341-356
    DOI: 10.1086/519145
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    Cited by:

    1. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    2. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    4. Stéphane Ganassali & Justyna Matysiewicz, 2018. "Assessing visual survey protocols to capture brand-related emotional insights," Post-Print hal-01702045, HAL.
    5. Maier, Erik & Dost, Florian, 2018. "Fluent contextual image backgrounds enhance mental imagery and evaluations of experience products," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 207-220.
    6. Maier, Erik & Dost, Florian, 2018. "The positive effect of contextual image backgrounds on fluency and liking," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 109-116.

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