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How many pictures should your print ad have?

Author

Listed:
  • Chowdhury, Rafi M.M.I.
  • Olsen, G. Douglas
  • Pracejus, John W.

Abstract

This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However, consistent with theory regarding the mechanism underpinning affect integration in a simultaneous presentation context, in advertisements with only positive or only negative images, increasing the number of positive (negative) images of similar affective intensity does not increase positive (negative) affect. For both types of advertisements, additional pictures have no effects on attitude toward the ad when they exemplify a product attribute or benefit that an existing picture(s) already depicts.

Suggested Citation

  • Chowdhury, Rafi M.M.I. & Olsen, G. Douglas & Pracejus, John W., 2011. "How many pictures should your print ad have?," Journal of Business Research, Elsevier, vol. 64(1), pages 3-6, January.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:1:p:3-6
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    References listed on IDEAS

    as
    1. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
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    Cited by:

    1. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    2. Rafi M. M. I. Chowdhury & Denni Arli & Felix Septianto, 2024. "How Religiosity Affects Attitudes Toward Brands That Utilize LGBTQ-Themed Advertising," Journal of Business Ethics, Springer, vol. 193(1), pages 63-88, August.

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