The Effect of Visual Cues on Consumer Persuasion: How the Shape of a Textbox Influences Consumer Attitude Strength - F7

Dongeun Kim; Dhananjay Nayakankuppam; Cathy Cole

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The Effect of Visual Cues on Consumer Persuasion: How the Shape of a Textbox Influences Consumer Attitude Strength - F7

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The Effect of Visual Cues on Consumer Persuasion: How the Shape of a Textbox Influences Consumer Attitude Strength - F7

Dongeun Kim, Dhananjay Nayakankuppam and Cathy Cole

Advances in Consumer Research, Vol.50, p.782

01/01/2022

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Abstract

We examine whether the elongation bias in size perception extends to word estimates in advertisements. We find that the shape of a text message affects attitude strength, especially under the low elaboration condition. This research contributes to the literature on elongation bias and consumer attitude.

Consumer Behavior

Bias

Impact analysis

Perceptions

Details

Title: Subtitle: The Effect of Visual Cues on Consumer Persuasion: How the Shape of a Textbox Influences Consumer Attitude Strength - F7
Creators: Dongeun Kim
Dhananjay Nayakankuppam
Cathy Cole
Resource Type: Abstract
Publication Details: Advances in Consumer Research, Vol.50, p.782
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2022
Academic Unit: Marketing
Record Identifier: 9984555543602771

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