Consumer Reactions to Product-Model Relative Size and Product Category in Print Advertisements: How Product-Model Relative Size and Product Category in Advertisements Influence Consumer Evaluations
通过三个在线实验和一个实地研究，发现享乐型产品在模特比产品大的广告中评价更好，而实用型产品在产品比模特大的广告中评价更好，这种效果源于概念流畅性的提升。
This study investigates the impact of product-model relative size (product larger than model vs. model larger than product) and product category (hedonic vs. utilitarian) on consumers’ purchase intention and product evaluation. Findings from three online experiments and one field study demonstrate that hedonic products are more favorably evaluated when matched with advertisements where the model is larger than the product, whereas utilitarian products are more favorably evaluated when the product is larger than the model. This effectiveness is attributed to increased conceptual fluency, which subsequently improves purchase intention and product evaluation.