IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v24y2010i1p22-30.html
   My bibliography  Save this article

More than Words: On the Importance of Picture–Text Congruence in the Online Environment

Author

Listed:
  • van Rompay, Thomas J.L.
  • de Vries, Peter W.
  • van Venrooij, Xaviera G.

Abstract

This paper addresses effects of picture–text congruence in the online environment on consumer response. Based on recent theorizing on processing fluency, it is argued that congruence among symbolic meanings connoted by pictorial and textual elements of web design increases processing fluency, in turn enhancing attitude formation. Since symbolic meaning integration requires elaborate processing, the influence of individual differences reflecting consumers' information processing is discussed and predictions are formulated. An experimental study was conducted requiring participants to evaluate an online hotel booking site in which symbolic meanings connoted by hotel appearance and hotel description either matched or mismatched. Results show that picture–text congruence positively affects product attitude via processing fluency but only so for participants high in need for cognition. These findings indicate that picture–text congruence in web design may impact consumer response, thereby highlighting the importance of careful consideration of the online environment.

Suggested Citation

  • van Rompay, Thomas J.L. & de Vries, Peter W. & van Venrooij, Xaviera G., 2010. "More than Words: On the Importance of Picture–Text Congruence in the Online Environment," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 22-30.
    • Handle: RePEc:eee:joinma:v:24:y:2010:i:1:p:22-30
    DOI: 10.1016/j.intmar.2009.10.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996809000905
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2009.10.003?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Richard, Marie-Odile, 2005. "Modeling the impact of internet atmospherics on surfer behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1632-1642, December.
    2. Mandel, Naomi & Johnson, Eric J, 2002. "When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 235-245, September.
    3. Laura A. Peracchio & Joan Meyers-Levy, 2005. "Using Stylistic Properties of Ad Pictures to Communicate with Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 29-40, June.
    4. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    5. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    6. Forsythe, Sandra M. & Shi, Bo, 2003. "Consumer patronage and risk perceptions in Internet shopping," Journal of Business Research, Elsevier, vol. 56(11), pages 867-875, November.
    7. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    8. Griffith, David A., 2005. "An examination of the influences of store layout in online retailing," Journal of Business Research, Elsevier, vol. 58(10), pages 1391-1396, October.
    9. Jin, Seung-A Annie, 2009. "The Roles of Modality Richness and Involvement in Shopping Behavior in 3D Virtual Stores," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 234-246.
    10. Finn, Adam & Wang, Luming & Frank, Tema, 2009. "Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 209-220.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kuisma, Jarmo & Simola, Jaana & Uusitalo, Liisa & Öörni, Anssi, 2010. "The Effects of Animation and Format on the Perception and Memory of Online Advertising," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 269-282.
    2. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    3. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    4. Narcís Bassols-Gardella & Lluís Coromina, 2022. "The perceived image of multi-asset tourist destinations: investigating congruence across different content types," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 57-75, March.
    5. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Sohn, Stefanie, 2017. "Consumer processing of mobile online stores: Sources and effects of processing fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 137-147.
    7. Maier, Erik & Dost, Florian, 2018. "The positive effect of contextual image backgrounds on fluency and liking," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 109-116.
    8. Ronen, Joshua & Ronen, Tavy & Zhou, Mi (Jamie) & Gans, Susan E., 2023. "The informational role of imagery in financial decision making: A new approach," Journal of Behavioral and Experimental Finance, Elsevier, vol. 40(C).
    9. Chan, Eugene Y. & Northey, Gavin, 2021. "Luxury goods in online retail: How high/low positioning influences consumer processing fluency and preference," Journal of Business Research, Elsevier, vol. 132(C), pages 136-145.
    10. Purnawirawan, Nathalia & De Pelsmacker, Patrick & Dens, Nathalie, 2012. "Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 244-255.
    11. Jasmina Ilicic & Stacey M. Brennan & Alicia Kulczynski, 2021. "Sinfully decadent: priming effects of immoral advertising symbols on indulgence," Marketing Letters, Springer, vol. 32(1), pages 61-73, March.
    12. Dobin Yim & Timothy Malefyt & Jiban Khuntia, 2021. "Is a picture worth a thousand views? Measuring the effects of travel photos on user engagement using deep learning algorithms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 619-637, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liyuan Jiang & Quanxi Li & Xiaoding Wu, 2023. "The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing," Sustainability, MDPI, vol. 15(1), pages 1-20, January.
    2. Aboubaker Ettis, Saïd, 2017. "Examining the relationships between online store atmospheric color, flow experience and consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 43-55.
    3. (Daisy) Lyu, Jing & Krasonikolakis, Ioannis & Vrontis, Demetris, 2022. "A systematic literature review of store atmosphere in alternative retail commerce channels," Journal of Business Research, Elsevier, vol. 153(C), pages 412-427.
    4. Basu, Rituparna & Paul, Justin & Singh, Kandarp, 2022. "Visual merchandising and store atmospherics: An integrated review and future research directions," Journal of Business Research, Elsevier, vol. 151(C), pages 397-408.
    5. Wang, Yong Jian & Hernandez, Monica D. & Minor, Michael S., 2010. "Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task," Journal of Business Research, Elsevier, vol. 63(9-10), pages 935-942, September.
    6. Patel, Vipul & Das, Kallol & Chatterjee, Ravi & Shukla, Yupal, 2020. "Does the interface quality of mobile shopping apps affect purchase intention? An empirical study," Australasian marketing journal, Elsevier, vol. 28(4), pages 300-309.
    7. repec:dgr:rugsom:04f04 is not listed on IDEAS
    8. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    9. Shobeiri, Saeed & Laroche, Michel & Mazaheri, Ebrahim, 2013. "Shaping e-retailer’s website personality: The importance of experiential marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 102-110.
    10. Ana Alina Tudoran, 2022. "A machine learning approach to identifying decision-making styles for managing customer relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 351-374, March.
    11. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    12. Mazaheri, Ebrahim & Richard, Marie-Odile & Laroche, Michel, 2011. "Online consumer behavior: Comparing Canadian and Chinese website visitors," Journal of Business Research, Elsevier, vol. 64(9), pages 958-965, September.
    13. Hsieh, Jung-Kuei & Hsieh, Yi-Ching & Chiu, Hung-Chang & Yang, Ya-Ru, 2014. "Customer Response to Web Site Atmospherics: Task-relevant Cues, Situational Involvement and PAD," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 225-236.
    14. Vazquez, Erik Ernesto & Patel, Chirag & Alvidrez, Salvador & Siliceo, Lorena, 2023. "Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Wang, Sijun & Beatty, Sharon E. & Mothersbaugh, David L., 2009. "Congruity's role in website attitude formation," Journal of Business Research, Elsevier, vol. 62(6), pages 609-615, June.
    16. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2019. "Exploring the Influence of Consumer Demographics on Online Purchase Benefits," FIIB Business Review, , vol. 8(4), pages 303-316, December.
    17. Naletelich, Kelly & Paswan, Audhesh K., 2018. "Art infusion in retailing: The effect of art genres," Journal of Business Research, Elsevier, vol. 85(C), pages 514-522.
    18. Guthrie, Cameron & Fosso-Wamba, Samuel & Arnaud, Jean Brice, 2021. "Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    19. Poh-Ming Wong Winnie, 2014. "The Effects of Website Quality on Customer e-Loyalty: The Mediating Effect of Trustworthiness," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(3), pages 19-41, March.
    20. Rayburn, Steven W. & Anderson, Sidney T. & Zank, Gail M. & McDonald, Imani, 2022. "M-atmospherics: From the physical to the digital," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    21. Aghekyan-Simonian, Mariné & Forsythe, Sandra & Suk Kwon, Wi & Chattaraman, Veena, 2012. "The role of product brand image and online store image on perceived risks and online purchase intentions for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 325-331.

    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:eee:joinma:v:24:y:2010:i:1:p:22-30. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    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.