Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations.
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| Title: | Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations. |
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| Authors: | Biliciler, Gunes (AUTHOR) gunesbiliciler@utexas.edu, Raghunathan, Rajagopal (AUTHOR), Ward, Adrian F (AUTHOR) |
| Source: | Journal of Consumer Research. Apr2022, Vol. 48 Issue 6, p1010-1031. 22p. 9 Color Photographs, 1 Diagram, 1 Graph. |
| Subject Terms: | *Consumer behavior, *Consumer goods, *Perception (Philosophy), *Entropy, *Decision making |
| Abstract: | Marketers often use images to promote their products. For example, an advertisement for kitchen tools might display the tools alongside various ingredients, or an advertisement for a bookstore might showcase pictures of the store's interior. One underlying visual characteristic of such images is the degree of "entropy"—or disorder—in their content. Motivated by a fundamental principle from physics—namely, that entropy can only increase over time—the present research examines how entropy influences consumers' judgments and decisions. Across two pilot studies and five experiments, we find that while high-entropy images shift consumers' temporal focus to the past, low-entropy images shift their temporal focus to the future. These entropy-induced shifts in temporal focus influence consumers' decisions. Specifically, consistent with the notion of "fit fluency," we find that consumers evaluate past-related (e.g. vintage) products more favorably when they are accompanied by high-entropy images and future-related (e.g. futuristic) products more favorably when they are accompanied by low-entropy images. We discuss the theoretical and managerial implications of our findings. [ABSTRACT FROM AUTHOR] |
| Database: | Energy & Power Source |
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| FullText | Links: – Type: pdflink Text: Availability: 1 |
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| Header | DbId: enr DbLabel: Energy & Power Source An: 156249353 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Biliciler%2C+Gunes%22">Biliciler, Gunes</searchLink> (AUTHOR)<i> gunesbiliciler@utexas.edu</i><br /><searchLink fieldCode="AR" term="%22Raghunathan%2C+Rajagopal%22">Raghunathan, Rajagopal</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Ward%2C+Adrian+F%22">Ward, Adrian F</searchLink> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Apr2022, Vol. 48 Issue 6, p1010-1031. 22p. 9 Color Photographs, 1 Diagram, 1 Graph. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+goods%22">Consumer goods</searchLink><br />*<searchLink fieldCode="DE" term="%22Perception+%28Philosophy%29%22">Perception (Philosophy)</searchLink><br />*<searchLink fieldCode="DE" term="%22Entropy%22">Entropy</searchLink><br />*<searchLink fieldCode="DE" term="%22Decision+making%22">Decision making</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Marketers often use images to promote their products. For example, an advertisement for kitchen tools might display the tools alongside various ingredients, or an advertisement for a bookstore might showcase pictures of the store's interior. One underlying visual characteristic of such images is the degree of "entropy"—or disorder—in their content. Motivated by a fundamental principle from physics—namely, that entropy can only increase over time—the present research examines how entropy influences consumers' judgments and decisions. Across two pilot studies and five experiments, we find that while high-entropy images shift consumers' temporal focus to the past, low-entropy images shift their temporal focus to the future. These entropy-induced shifts in temporal focus influence consumers' decisions. Specifically, consistent with the notion of "fit fluency," we find that consumers evaluate past-related (e.g. vintage) products more favorably when they are accompanied by high-entropy images and future-related (e.g. futuristic) products more favorably when they are accompanied by low-entropy images. We discuss the theoretical and managerial implications of our findings. [ABSTRACT FROM AUTHOR] |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=156249353 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1093/jcr/ucab042 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 22 StartPage: 1010 Subjects: – SubjectFull: Consumer behavior Type: general – SubjectFull: Consumer goods Type: general – SubjectFull: Perception (Philosophy) Type: general – SubjectFull: Entropy Type: general – SubjectFull: Decision making Type: general Titles: – TitleFull: Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Biliciler, Gunes – PersonEntity: Name: NameFull: Raghunathan, Rajagopal – PersonEntity: Name: NameFull: Ward, Adrian F IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 04 Text: Apr2022 Type: published Y: 2022 Identifiers: – Type: issn-print Value: 00935301 Numbering: – Type: volume Value: 48 – Type: issue Value: 6 Titles: – TitleFull: Journal of Consumer Research Type: main |
| ResultId | 1 |
