Visual Marketing: From Attention to Action (Marketing and Consumer Psychology)

322 Pages·2007·4.21 MB·English

by  Michel Wedel

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Marketing and Consumer Psychology Series
Curtis P. Haugtvedt, Ohio State University
Series Editor
Cele C. Otnes and Tina M. Lowrey
Contemporary Consumption Rituals: A Research Anthology
Gad Saad
Applications of Evolutionary Psychology in Consumer Behavior
Michel Wedel and Rik Pieters
Visual Marketing: From Attention to Action
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Edited by
Michel Wedel
Rik Pieters
Lawrence Erlbaum Associates
New York London
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Lawrence Erlbaum Associates Lawrence Erlbaum Associates
Taylor & Francis Group Taylor & Francis Group
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Preface
This book is the outgrowth of the Visual Marketing Conference that
was organized at the University of Michigan in May 2005. It was
sponsored by the Yaffe Center for Persuasive Communication and
the University of Michigan Business School.
The Visual Marketing Conference was, to our knowledge, the
first to have brought together leading scholars from psychology and
marketing who work in areas related to visual aspects of marketing
and consumer behavior. It was motivated by the idea that although
visual processes are a central component of consumer behavior, they
have been unduly neglected as a prime area of research in social
psychology and marketing at the expense of cognitive-affective pro-
cesses. This situation has rapidly changed in recent years, however,
and the conference aimed to assimilate the research interests and
efforts of leading researchers in visual marketing with the purpose
of stimulating the transition of the visual marketing field to its next
stage. The contributions to the conference showed once more that
rather than being mere input or recording processes that translate
the visual world “out there” into the affective-cognitive world “in
here,” visual processes play a central role in the mental stream, both
consciously and unconsciously, and thereby directly implicate con-
sumer behavior. The presentations also revealed that the practice of
marketing presents a fertile testing ground and offers ample oppor-
tunity to study visual processes in real-life conditions.
Therefore, the time has now come to further establish visual
marketing as a discipline with a focus on the central role of vision
in consumer behavior. Establishing this field is pertinent because
the amount and diversity of visual stimuli in the marketplace is
growing at an ever more rapid pace, as are the needs of companies
and professionals to better understand their impact on consumer
behavior, and how these insights can be used to improve visual
marketing efforts.

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i Preface
Each participant at the conference was invited because of his or her
persistent pursuit of improved understanding of the role visual pro-
cesses in consumer behavior, and because of his or her of significant
contributions to it. Consequently, the presenters extensively engaged
in critical discussion and mutual inspiration. We were fortunate
that the invited researchers enthusiastically presented provocative
empirical findings, models, and integrated frameworks based on
their often long-standing research programs. We are very grateful
for their contributions.
Our editors Anne Duffy and Rebecca Larsen at Psychology Press
embraced the idea of publishing an edited volume based on the pre-
sentations at the Visual Marketing Conference. The authors had the
task of being “thought-provoking” in reworking their conference
presentations into the book chapters. The authors did more than we
asked for. Each and every chapter in this volume is a gem of visions
and new ideas based on outstanding research. To see this, one only
needs to look.
Michel Wedel
University of Maryland
Rik Pieters
Tilburg University
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Contributors
Eric T. Bradlow J. Wesley Hutchinson
Marketing Department Marketing Department
The Wharton School The Wharton School
University of Pennsylvania University of Pennsylvania
Philadelphia, Pennsylvania Philadelphia, Pennsylvania
Monica S. Castelhano Chris Janiszewski
Department of Psychology Marketing Department
University of Massachusetts Warrington College of
Amherst, Massachusetts Business Administration
University of Florida
Pierre Chandon Gainesville, Florida
Marketing Department
INSEAD Aradhna Krishna
Fontainebleau, France Ross School of Business
University of Michigan
Hyejeung Cho Ann Arbor, Michigan
Marketing Department
College of Business Edward F. McQuarrie
University of Texas at Marketing Department
San Antonio Leavey School of Business
San Antonio, Texas Santa Clara University
Santa Clara, California
Eric Greenleaf
Marketing Department Joan Meyers-Levy
Leonard N. Stern School of Marketing/Logistics Management
Business Carlson School of Management
New York University University of Minnesota
New York, New York Minneapolis, Minnesota
ii
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iii Contributors
Rik Pieters Hyunjin Song
Marketing Department Department of Psychology
Faculty of Business and University of Michigan
Economics Ann Arbor, Michigan
Tilburg University
Tilburg, The Netherlands Nader T. Tavassoli
Marketing Department
London Business School
Priya Raghubir
London, United Kingdom
Marketing Department
Haas School of Business
Michel Wedel
University of California at Marketing Department
Berkeley
Robert H. Smith School of
Berkeley, California Business
University of Maryland
Keith Rayner College Park, Maryland
Department of Psychology
Scott H. Young
University of Massachusetts
Perception Research Services
Amherst, Massachusetts
Fort Lee, New Jersey
Norbert Schwarz Rui (Juliet) Zhu
Department of Psychology Marketing Department
Ross School of Business, and Sauder School of Business
Institute for Social Research University of British Columbia
University of Michigan Vancouver, British Columbia,
Ann Arbor, Michigan Canada
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Series Foreword
The Marketing and Consumer Psychology book series was developed
to serve as a bridge between basic research and practical applications.
In this volume, Visual Marketing, Wedel and Pieters bring together
internationally recognized experts to summarize, challenge, and
stimulate further development in state-of-the-art knowledge regard-
ing roles and influences of visual stimuli in attracting attention, as
well as influences on visual stimuli on consumer memory, persua-
sion, product choice and other behaviors. The book chapters identify
numerous and innovative practical applications as well as areas
needing greater development to provide clearer answers to basic
research and application oriented questions. This book will be of
great interest to new and seasoned practitioners as well as young and
established researchers.
Curtis P. Haugtvedt
Ohio State University
ix
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