IDEAS home Printed from https://ideas.repec.org/p/zbw/iubhma/311207.html
   My bibliography  Save this paper

Die unterschätzte Macht der Schrift: Untersuchung des Einflusses von Schriftarten auf Anzeigenwahrnehmung, Markeneinstellung und Kaufverhalten

Author

Listed:
  • Vogel, Henrik
  • Schmitt, Sophie

Abstract

Product brands are facing the increasing challenge of differentiating themselves from the competition through authentic and inspiring advertisements. Therefore, the choice of the right typeface as a design element for advertisement texts may play a crucialrole in consumer behavior. Although researchers agree that typefaces generally affect people's perception, existing research in this specific field is still limited. Based on a survey among German consumers, this study investigates whether two different fonts of an advertisement text (machine-written typeface vs. hand-written typeface) will have an impact on relevant consuming aspects, like advertisement (ad) perception, brand attitude, purchase intention and willingness to pay. The results indicate a stronger effect on these aspects for a hand-written advertisement text compared to the machine-written version. According to that, implications for marketing professionals are derived from the results. The study contributes to existing advertising research and shows the power of typefaces as often underestimated success features of advertisements.

Suggested Citation

  • Vogel, Henrik & Schmitt, Sophie, 2025. "Die unterschätzte Macht der Schrift: Untersuchung des Einflusses von Schriftarten auf Anzeigenwahrnehmung, Markeneinstellung und Kaufverhalten," IU Discussion Papers - Marketing & Communication 1 (Februar 2025), IU International University of Applied Sciences.
  • Handle: RePEc:zbw:iubhma:311207
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/311207/1/1917241186.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Fan, Liu & Wang, Yawei & Mou, Jian, 2024. "Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Benedikt Schnurr, 2017. "The impact of atypical product design on consumer product and brand perception," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 609-621, November.
    3. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    4. Liu, Stephanie Q. & Choi, Sungwoo & Mattila, Anna S., 2019. "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface," Journal of Business Research, Elsevier, vol. 98(C), pages 289-298.
    Full references (including those not matched with items on IDEAS)

    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. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    2. Kettle, Keri L. & Mantonakis, Antonia, 2024. "Look for the signature: Using personal signatures as extrinsic cues promotes identity-congruent behavior," Journal of Business Research, Elsevier, vol. 170(C).
    3. Rosillo-Díaz, Elena & Muñoz-Rosas, Juan Francisco & Blanco-Encomienda, Francisco Javier, 2024. "Impact of heuristic–systematic cues on the purchase intention of the electronic commerce consumer through the perception of product quality," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    5. Nilashi, Mehrbakhsh & Ahmadi, Hossein & Arji, Goli & Alsalem, Khalaf Okab & Samad, Sarminah & Ghabban, Fahad & Alzahrani, Ahmed Omar & Ahani, Ali & Alarood, Ala Abdulsalam, 2021. "Big social data and customer decision making in vegetarian restaurants: A combined machine learning method," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Zengrui Xiao & Ying Wang & Dongjie Guo, 2022. "Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model," Sustainability, MDPI, vol. 14(12), pages 1-15, June.
    7. Togawa, Taku & Ishii, Hiroaki & Park, Jaewoo & Roy, Rajat, 2023. "The temperature of newness: How vision–temperature correspondence in advertising influences newness perception and product evaluation," Journal of Business Research, Elsevier, vol. 160(C).
    8. Yu, Xi & Huang, Huiling & Liu, Stephanie Q. & Lu, Zhi, 2020. "Signaling authenticity of ethnic cuisines via handwriting," Annals of Tourism Research, Elsevier, vol. 85(C).
    9. Lai, Yufeng & Yue, Chengyan & Watkins, Eric & Barnes, Mike, 2023. "Investigating the Efficacy of Government Rebates: A Case of the Smart Irrigation System," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(3), September.
    10. Sharma, Monika & Rahman, Zillur, 2022. "Anthropomorphic brand management: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 149(C), pages 463-475.
    11. Gaelle Pantin-Sohier & François Pantin & Alice Sohier & Laure Jacquemier & Rania Serhal, 2018. "Comprendre les conditions d’acceptation de l’innovation dans le secteur végétal," Post-Print hal-03224072, HAL.
    12. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    13. Liu, Fu & Zhu, Zhenzhong & Chen, Haipeng (Allan) & Li, Xingbo, 2020. "Beauty in the eyes of its beholders: Effects of design novelty on consumer preference," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    14. Cozzio, Claudia & Volgger, Michael & Taplin, Ross & Woodside, Arch G., 2020. "Nurturing tourists’ ethical food consumption: Testing the persuasive strengths of alternative messages in a natural hotel setting," Journal of Business Research, Elsevier, vol. 117(C), pages 268-279.
    15. Diamantopoulos, Adamantios & Matarazzo, Michela & Montanari, Maria Gabriela & Petrychenko, Anastasiya, 2021. "The “Pricing Footprint” of Country-of-Origin: Conceptualization and Empirical Assessment," Journal of Business Research, Elsevier, vol. 135(C), pages 749-757.
    16. Liu, Hongfei & Meng-Lewis, Yue & Ibrahim, Fahad & Zhu, Xia, 2021. "Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective," Journal of Business Research, Elsevier, vol. 137(C), pages 69-88.
    17. Yao, Ruiqi & Qi, Guijie & Wu, Zhiqiang & Sun, Hua & Sheng, Dongfang, 2024. "Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    18. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.
    19. Yang, Defeng & Zhang, Jiaen & Sun, Yu & Huang, Zan, 2024. "Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    20. Xie, Scheng & Wei, Haiying, 2024. "Handwritten or machine-written? How typeface affects consumer forgiveness for brand failures," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

    More about this item

    Keywords

    Hand-written typeface; machine-written typeface; advertisement; brand awareness; purchase intention; consumer behavior;
    All these keywords.

    JEL classification:

    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:zbw:iubhma:311207. 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: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://www.iu.de/forschung/ .

    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.