HOW DO CUSTOMERS DIGEST PICTORIAL ADS FROM A PSYCHOLOGICAL PERSPECTIVE?

Tareq Hashem ()

Global Journal of Business Research, 2016, vol. 10, issue 4, 43-54

Abstract: The current research aims at identifying the degree of understanding that customers may hold for nonverbal advertisement based on the picture that the ad represents. The variables of the study consisted of non-verbal skills which are observational skills, attending behavior, empathy, and body language. A mixed approach between qualitative (open ended questions) and quantitative (questionnaire) was distributed to a convenience sample of 56 individuals. The author retrieved 56 properly filled questionnaires. The results of the study showed a positive influence of the four variables on the degree of understanding non- verbal advertisements among participants. In the quantitative part, the most influential variable was the attending behavior followed by empathy. In the qualitative element it appeared that observational skill was more apparent in the answers of respondents. This finding can be attributed to the visual rhetoric scheme that might have taken place within the pictures presented

Keywords: Non-Verbal Ads; Communication; Marketing; Pictorial (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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