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The Influence of Print Advertisement Organization on Affect toward a Brand Name

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  • Janiszewski, Chris

Abstract

Three experiments demonstrate that the allocation of subconscious resources during the processing of ads can influence the evaluation of the brand names or logos included in the ads. The evaluation of a brand name is shown to depend on its placement relative to the ad's focal information. Increases in brand name evaluation are attributed to matching activation--the elaborated processing of nonattended material in one hemisphere when the opposing hemisphere is the primary processor of the attended material. Implications for the design and layout of print ads and for the influence of advertising on purchase behavior are discussed. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Janiszewski, Chris, 1990. "The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 53-65, June.
    • Handle: RePEc:oup:jconrs:v:17:y:1990:i:1:p:53-65
    DOI: 10.1086/208536
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    Cited by:

    1. Wörfel, Philipp, 2021. "Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Pieters, Rik G.M. & Rosbergen, Edward & Hartog, Michel, 1995. "Visual attention to advertising : the impact of motivation and repetition," Research Report 95B27, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    3. Wang, Haizhong & Shen, Manqiong & (Amy) Song, Yiping & Phau, Ian, 2020. "Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance," Journal of Business Research, Elsevier, vol. 114(C), pages 198-212.
    4. Jiang, Kai & Luk, Sherriff Ting-kwong & Cardinali, Silvio, 2018. "The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets," Journal of Business Research, Elsevier, vol. 86(C), pages 374-385.
    5. Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
    6. Joanna Koszela-Kulinska & Rafal Michalski, 2015. "The effects of the anthropological race, gender and location of verbal-pictorial stimuli on the usability of visual information conveyance," WORking papers in Management Science (WORMS) WORMS/15/01, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    7. D. Vantomme & M. Geuens & J. De Houwer & P. De Pelsmacker, 2004. "Implicit Attitudes Toward Green Consumer Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/224, Ghent University, Faculty of Economics and Business Administration.
    8. Lewis, Michael & Whitler, Kimberly A. & Hoegg, JoAndrea, 2013. "Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study," Journal of Retailing, Elsevier, vol. 89(3), pages 263-280.
    9. Gould, Stephen & Goldsmith, Emily & Lee, Michael, 2020. "The choice polarity effect: An investigation of evolutionary-based trait handedness and perceived magnitudes on laterally displayed choices," Journal of Business Research, Elsevier, vol. 120(C), pages 627-637.
    10. Jerzy Grobelny & Rafal Michalski, 2015. "The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product," WORking papers in Management Science (WORMS) WORMS/15/05, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    11. repec:dgr:rugsom:95b27 is not listed on IDEAS
    12. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    13. repec:dgr:rugsom:95b28 is not listed on IDEAS
    14. Chen, Yunqing & Wyer, Robert S., 2020. "The effects of endorsers' facial expressions on status perceptions and purchase intentions," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 371-385.
    15. Kokkinaki, Flora, 2000. "Comments on Robert East and Annik Hogg: Advertising for economic change," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 591-598, October.
    16. D. Vantomme & M. Geuens & J. De Houwer & P. De Pelsmacker, 2005. "Explicit and Implicit Determinants of Fair-Trade Buying Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/350, Ghent University, Faculty of Economics and Business Administration.
    17. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    18. repec:dau:papers:123456789/4235 is not listed on IDEAS
    19. Yoo, Chan Yun, 2008. "Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 2-18.

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