The objective of this study was to examine the effects of human model backgrounds (concrete backgrounds vs. solid backgrounds) on consumer responses (attention and attitude) and to determine the mechanism and boundary conditions behind such effects.
The research consisted of one eye-tracking experiment and two experimental studies.
The results showed that consumers notice faster and pay more attention to the central figure against solid backgrounds. However, concrete backgrounds elicit more favorable attitudes toward products, and mental imagery mediates the effects of image backgrounds on consumers' attitudes. The authors also found that the situation moderates the relationship between image background and attitude.
The study also supplements the literature on the effects of image backgrounds on consumer responses and the literature on online presentation using human models. Last, the study combines questionnaires with an eye-tracking experiment to obtain a clearer and more comprehensive understanding of the results.
