Picture-Word Consistency and the Elaborative Processing of Advertisements

Michael J. Houston · Terry L. Childers · Susan E. Heckler

129 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Many advertisers believe the pictorial and verbal components of an ad should convey the same meaning. Based on theoretical and empirical evidence from a variety of areas, three experiments were conducted that show superior recall for ads in which the picture and copy convey discrepant information about product attributes when the picture and brand name are linked interactively. An elaborative processing explanation for the effect is supported by the finding that this superiority diminishes if consumers have less opportunity to process the ad and form associative linkages in memory.

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References

1972Imagery and Verbal Processes 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1979Person memory: Personality traits as organizing principles in memory for behaviors.1982Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods 1983The Information Processing of Pictures in Print Advertisements 1983Advertising and consumer psychology 1984Detecting and Explaining Vividness Effects in Attitudinal Judgments 2026Information Processing Research in Advertising

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2007The Influence of Humor Strength and Humor—Message Relatedness on Ad Memorability: A Dual Process Model 2009More than Words: On the Importance of Picture–Text Congruence in the Online Environment 1988Medieval Allegory: Roots of Advertising Strategy for the Mass Market 2003The Reciprocal Effects of Brand Equity and Trivial Attributes 2003Comparing Online Information Effects 1990

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