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Der Bildkommunikationseffekt — eine Metaanalyse

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  • Hans H. Bauer

    (Universität Mannheim)

  • Marc Fischer

    (Universität Mannheim)

  • Yvonne McInturff

    (Universität Mannheim)

Abstract

Summary The importance of pictures in all modern types of communication is still growing. It is often argued that pictures have a particular effect on behavior. The low effort adoption, processing and storage of information support this hypothesis. Furthermore, pictures favor the transportation of emotions. Therefore, the often cited pictorial superiority is not astonishing. The particular effect of pictures has been an issue of empirical research in the social sciences since the early 1960s. A large body of knowledge from studies with different aims and experimental conditions has accumulated by now. This paper integrates for the first time the manifold of empirical findings concerning the picture effect and contributes to its empirical generalization. For this purpose we apply advanced methods of meta-analytic research. On the basis of the results from the meta-analysis we are able to make statistical inferences about the particular effects of pictures under different circumstances.

Suggested Citation

  • Hans H. Bauer & Marc Fischer & Yvonne McInturff, 1999. "Der Bildkommunikationseffekt — eine Metaanalyse," Schmalenbach Journal of Business Research, Springer, vol. 51(9), pages 805-831, September.
    • Handle: RePEc:spr:sjobre:v:51:y:1999:i:9:d:10.1007_bf03371598
    DOI: 10.1007/BF03371598
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    References listed on IDEAS

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