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Implication of spaciousness in marketing: Determining the influence of perceived spaciousness in printed advertisement on consumers’ response

Xu, Yiyi (2018) Implication of spaciousness in marketing: Determining the influence of perceived spaciousness in printed advertisement on consumers’ response.

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Abstract:The previous studies showed perceived spaciousness have an impact on human being’s feelings and emotions. However, those prior studies didn’t provide corresponding practical implications to advertising market and also lack insights in the impacts of perceived non-spaciousness (namely “focus”). The current study aims at exploring whether and how perceived spaciousness/focus in print advertisement affect customers’ responses. It has been hypothesized that a print advertisement with higher perceived spaciousness will increase consumers’ spacious-related feelings such as open and creative. On the contrary, a print advertisement with higher perceived focus will increase focused-related feelings such as focused and attentive. Moreover, the effect of congruence between image and text in advertisement has also been examined. It was expected that congruency between picture and claim positively affect the consumers’ perceived brand image. To test these hypotheses, a 2 x 2 experimental design were conducted. The results of current research have shown that perceived spaciousness/focus from advertisement didn’t influence consumers’ feelings. Also, the influence of congruence between image and text on brand image was not obvious either. However, the result did show the spacious-related feelings perceived from advertisement positively affect brand image, which has brought a new perspective to advertising industry.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/75873
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