IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v14y2024i4p21582440241294129.html
   My bibliography  Save this article

Where Less Is More? The Effect of White Space and Product Image Dynamism on Consumer Attitudes Toward Advertisement

Author

Listed:
  • Ping Liu
  • Shouwei Li

Abstract

The current study explores the role of white space within advertisements on consumers’ perceptions and the downstream consequences regarding their attitude toward the advertisement. We propose that advertisements with low (vs. high) white space on an advertisement enhances consumers’ perceived confinement about the advertisement (Study 1). Further, advertisements including high (vs. low) white space should increase consumers’ positive attitudes about the advertisement in response to the product image dynamism which is higher, while this is not the case for product image dynamism which is lower (Study 2). Two studies provide support for these propositions. This research not only helps to understand the different interpretations of white space, but also complements the literature on product image dynamism and advertising effectiveness.

Suggested Citation

  • Ping Liu & Shouwei Li, 2024. "Where Less Is More? The Effect of White Space and Product Image Dynamism on Consumer Attitudes Toward Advertisement," SAGE Open, , vol. 14(4), pages 21582440241, October.
  • Handle: RePEc:sae:sagope:v:14:y:2024:i:4:p:21582440241294129
    DOI: 10.1177/21582440241294129
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440241294129
    Download Restriction: no

    File URL: https://libkey.io/10.1177/21582440241294129?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:14:y:2024:i:4:p:21582440241294129. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.