Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences

Abstract

A significant number of ads showcase products with their shadows cast in the background. Given that shadows are characteristically dark and that previous research documents a positive link between darkness and heaviness, the current work proposes and documents that consumers evaluate a product to be heavier when it is advertised with (versus without) its shadow. Particularly, when heaviness is a desired product attribute, consumers exhibit a greater preference for the product advertised with (versus without) its shadow due to enhanced product heaviness perceptions. However, when heaviness is an undesirable product attribute, presence (versus absence) of the product shadow in an ad lowers consumers’ product preference. Also, the authors show that when heaviness is a desirable product attribute, the positive effect of shadow on consumer product preference attenuates when explicit associations of product heaviness are provided using verbal cues. Findings from the current research provide actionable guidelines for managers to help them use product shadows effectively in advertising for an intended impact on consumer product preferences.