期刊
JOURNAL OF CONSUMER RESEARCH
卷 48, 期 6, 页码 1010-1031出版社
OXFORD UNIV PRESS INC
DOI: 10.1093/jcr/ucab042
关键词
disorder; entropy; visual cues; temporal focus; product evaluation; time perception
类别
Marketers often use images to promote products, and the entropy of these images can influence consumers' temporal focus and decisions. High-entropy images shift focus to the past, while low-entropy images shift focus to the future, impacting how consumers evaluate and make decisions about products.
Marketers often use images to promote their products. For example, an advertisement for kitchen tools might display the tools alongside various ingredients, or an advertisement for a bookstore might showcase pictures of the store's interior. One underlying visual characteristic of such images is the degree of entropy-or disorder-in their content. Motivated by a fundamental principle from physics-namely, that entropy can only increase over time-the present research examines how entropy influences consumers' judgments and decisions. Across two pilot studies and five experiments, we find that while high-entropy images shift consumers' temporal focus to the past, low-entropy images shift their temporal focus to the future. These entropy-induced shifts in temporal focus influence consumers' decisions. Specifically, consistent with the notion of fit fluency, we find that consumers evaluate past-related (e.g., vintage) products more favorably when they are accompanied by high-entropy images and future-related (e.g., futuristic) products more favorably when they are accompanied by low-entropy images. We discuss the theoretical and managerial implications of our findings.
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