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Keywords: Cognitive load
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Journal Articles
Picture-based persuasion in advertising: the impact of attractive pictures on verbal ad’s content
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (7): 624–635.
Published: 13 November 2017
...’ attitude toward the ad’s verbal claim. Design/methodology/approach Two studies were designed to manipulate the presence vs absence of an attractive/unattractive picture, the kind of verbal claims (affectively based vs rationally based) and the recipient’s ability to process the ad (cognitive load vs...
