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Dynamic Right-Slanted Fonts Increase the Effectiveness of Promotional Retail Advertising

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  • Mead, James A.
  • Richerson, Rob
  • Li, Wenjing

Abstract

Retailers seek effective ways to communicate promotions to increase store traffic and drive purchases. We propose that right-slanted fonts which imply forward movement in their design may influence how consumers perceive and respond to advertised promotional events. Five controlled experiments demonstrate that promotions advertised with right-slanted fonts can increase consumers’ retailer visit and purchase intentions. A field experiment demonstrates that right-slanted fonts can increase consumers’ click through rate in email promotions. Right-slanted fonts are found to evoke dynamic mental imagery of the promotion moving forward in time and ending soon. Right-slanted fonts are shown to disproportionally influence the behavioral intentions of deal prone consumers who are more likely to experience anticipated inaction regret related to missing an advertised promotional offer. Relatedly, right-slanted fonts only appear to influence consumer behavioral intentions in the context of advertisements containing a promotional offer.

Suggested Citation

  • Mead, James A. & Richerson, Rob & Li, Wenjing, 2020. "Dynamic Right-Slanted Fonts Increase the Effectiveness of Promotional Retail Advertising," Journal of Retailing, Elsevier, vol. 96(2), pages 282-296.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:2:p:282-296
    DOI: 10.1016/j.jretai.2019.10.002
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    2. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    3. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Zhitan Feng & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2023. "Modeling the significance of advertising values on online impulse buying behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.
    6. Fennell, Patrick B. & Schneider, Gustavo, 2023. "The influence of visually dynamic imagery on purchase intentions: The roles of arousal and lay rationalism," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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