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De invloed van ruimtelijke afstand in een advertentie

Kerver, Kyra A.M. (2010) De invloed van ruimtelijke afstand in een advertentie.

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Abstract:Recent research shows that priming with spatial distance and closeness, by plotting a set of coordinates on a grid, influences the feelings and evaluations of people (Williams & Bargh, 2008). In this paper two experiments examined whether the use of spatial distance and closeness also has effect in advertising on the product associations and attitude. Based on the 'distance image schema‟ (Johnson, 1978; Lakoff & Johnson, 1999) advertisements were manipulated by using a small or large distance between the objects. In experiment one a word search prime was used, which nonconsciously primed the concepts of either intimacy or distant. In experiment two a slogan was added to the advertisement. This was done to bring in mind the goal concept. The two studies suggested that one image schema can activate several concepts. A large distance in the advertisement leads to a product association with intimacy and distant when these concepts were nonconsciously primed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/60471
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