Ads promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change (“before/after” ads). “Progression” ads, which include intermediate steps in addition to starting and ending points, are much...

We propose that features of static visuals can lead to perceived movement (via dynamic imagery) and prepare the observer for action. We operationalize our research within the context of warning sign icons and show how subtle differences in iconography can affect human behavioral response. Across...

Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response....

This article discusses the role of sensory marketing in driving advertisement effectiveness. First focusing on vision, we discuss the effect of mental simulation and mental imagery evoked by ad visuals on ad effectiveness. Second, we review findings on gustation, zooming in on the effect of...

Emotion and rationality are fundamental elements of human life. They are abstract concepts, often difficult to define and grasp. Thus throughout the history of Western society, the head and the heart, concrete and identifiable elements, have been used as symbols of rationality and emotion....

We propose that static visuals can evoke a perception of movement, i.e., dynamic imagery, and thereby impact consumer engagement and attitudes. Focusing on brand logos as the static visual element, we measure the perceived movement evoked by the logo. We demonstrate that the evoked dynamic...

Why sexual assaults and car accidents are associated with the consumption of alcohol mixed with energy drinks (AMED) is still unclear. In a single study, we show that the label used to describe AMED cocktails can have causal non-pharmacological effects on consumers’ perceived intoxication,...