scholarly journals Selling homes: the polysemy of visual marketing

2020 ◽  
pp. 1-19
Author(s):  
Joar Skrede ◽  
Bengt Andersen
Keyword(s):  
Visual Marketing

scholarly journals Czy widzialność jest gwarancją sukcesu? Skuteczność działań marketingowych w przestrzeni miejskiej

2016 ◽  
Vol 60 (2) ◽  
pp. 109-122
Author(s):  
Michał Dobrołowicz
Keyword(s):  
Practical Wisdom ◽  
Economic Resources ◽  
Economic Success ◽  
Theoretical Concepts ◽  
Large Cities ◽  
The Third ◽  
Marketing Activities ◽  
Visual Marketing ◽  
Marketing Messages

This article addresses the question of whether the visibility of specific brands in large cities always supports the economic success of the firms to which they belong. The author discusses the issue—which borders on sociology, psychology, and practical wisdom about marketing activities—in the light of four theoretical concepts. The first is George Frank’s idea of the ‘economy of attention’, wherein attention is a good, which, contrary to other economic resources, does not have a substitute and is very hard to replace with anything else. The second concerns the type of audience reached by the visual marketing messages presented in cities. The third perspective is related to the concept of the ‘culture of distraction’, whose characteristic trait is the problem that individuals have in concentrating their attention on one object for a longer period of time. The fourth plane on which answers are sought is how the issue of visibility is overlooked in marketing campaigns. The key idea for this part of the analysis is Henry Jenkins’ spreadability’. In conclusion, the author ponders the case of an ad campaign appealing to a sense other than that of sight. In this regard the author refers to the osmosociological perspective described by Marek S. Szczepański and Weronika Ślęzak-Tazbir, among others.

EXPRESS: The Effect of Slow Motion Video on Consumer Inference

2021 ◽  
pp. 002224372110250
Author(s):  
Yunlu Yin ◽  
Jayson S. Jia ◽  
Wanyi Zheng
Keyword(s):  
Social Cognition ◽  
Visual Information ◽  
Slow Motion ◽  
Human Influence ◽  
Social Proof ◽  
Managerial Implications ◽  
Product Appeal ◽  
Visual Marketing ◽  
Motion Video ◽  
Rule Out

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.

scholarly journals Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption

2020 ◽  
Vol 12 (5) ◽  
pp. 1791 ◽  
Author(s):  
Liying Xu ◽  
Feng Yu ◽  
Xiaojun Ding
Keyword(s):  
Shape Effect ◽  
Green Products ◽  
Green Consumption ◽  
Mediating Role ◽  
Logo Design ◽  
Self Construal ◽  
Basic Prediction ◽  
Visual Marketing ◽  
Sense Of Power ◽  
Practical Implications

Despite the development of green products, convincing consumers to engage in green consumption is still a difficult task. This research attempts to help solve this problem from the perspective of brand logo design. Specifically, this research explores how circular and angular logo shapes influence green consumption. Three studies provide support for our basic prediction that a circular (vs. angular) logo is more effective in promoting green consumption. Self-construal plays a mediating role in this mechanism. However, the logo shape effect disappears when consumers are primed with high sense of power. When taken together, this research not only has theoretical contributions to green consumption and visual marketing, it also provides practical implications for firms manufacturing green products.

Visualization and purchase

2015 ◽  
Vol 18 (3) ◽  
pp. 346-361 ◽  
Author(s):  
Andrea Marchini ◽  
Francesco Diotallevi ◽  
Chiara Paffarini ◽  
Antonio Stasi ◽  
Antonio Baselice
Keyword(s):  
Olive Oil ◽  
Consumer Choice ◽  
Visual Information ◽  
Content Type ◽  
Technology System ◽  
Differentiation Strategy ◽  
Price Differentiation ◽  
Positive Elements ◽  
Joint Strategy ◽  
Visual Marketing

Purpose – The purpose of this study is to present an attempt to evaluate Italian olive oil brand competition thought the analysis of consumers’ visual perspective. Design/methodology/approach – Through the implementation of a new information technology system called “Visual Marketing REL”, which furnishes eye-tracking measures, the authors were able to produce important information relative to the layout organization of to the Italian olive oil shelf, a strategic product of the agro-food chain. The research uses the “in situ” testing of the software developed. Findings – The research, following up the thesis of sensorial marketing affecting choices, intends to identify an IT tool to facilitate the design of the shelf by increasing the efficiency of the retail mix. Results highlight that specific positioning could impact the differentiation effect and orientate consumers’ choices, thus increasing the efficiency of the retail mix. Research limitations/implications – To generalize the results would require many repetitions of different product categories. In this case, it would be possible to quantify the levels of correlation between visual information and sales. Practical implications – This work opens important considerations in terms of strategic management of modern distribution, leaders and minor brands competitive relationship, as well as opportunities for producers of high-quality products, which could address their strategies to differentiation and niche market in cooperation with retailers. Social implications – The research aims to encourage the process of consumer choice and reduce information asymmetries. Originality/value – The most important result is the connection among choices, visualization, differentiation strategy and positioning/ordering on the shelf. The layout management, in fact, could be used as a joint strategy of retailers as well as producers to emphasize quality and price differentiation, thereby increasing sales. Moreover, the study provides for the first time the outcomes of a brand new software “Visual Marketing REL”, highlighting its limits and positive elements.

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