Suchergebnisse

The current study explores the role of white space within advertisements on consumers' perceptions and the downstream consequences regarding their attitude toward the advertisement. We propose that advertisements with low (vs. high) white space on an advertisement enhances consumers' perceived confinement about the advertisement (Study 1). Further, advertisements including high (vs. low) white space should increase consumers' positive attitudes about the advertisement in response to the product image dynamism which is higher, while this is not the case for product image dynamism which is lower (Study 2). Two studies provide support for these propositions. This research not only helps to understand the different interpretations of white space, but also complements the literature on product image dynamism and advertising effectiveness.

This study explored the impact of white space in advertisements on consumers' perception of and attitude toward the advertisement. Participants (N= 333) took part in two studies online. The results show that more (vs. less) white space increased independent self-construal consumers' positive attitudes toward the advertisement by increasing the relative effect of freedom on advertisement attitudes (Study 1). Moreover, print advertisements with more (vs. less) white space increased interdependent self-construal consumers' negative attitudes toward the advertisement by increasing the relative effect of loneliness on advertisement attitudes (Study 2). The findings contribute to the literature on symbolic associations by demonstrating the multiple effects of white space in visual design. Effective visual design can meet consumers' needs and enhance their preference for an advertisement.