Abstract
Advertisers embed ads with cues that communicate an array of information to consumers, such as product quality, healthfulness, and performance, among others. This study examines how congruence in visual cues in food ads such as the brand logo, brand copy, product, and the presence of endorsers with different body sizes influence consumers’ responses to ads. Using self-reported and eye-tracking data, results show that incongruent cues led to more visual attention and stronger attitudinal responses. For congruence conditions, effects differed between healthy and unhealthy food ads.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
