Der Bildkommunikationseffekt — eine Metaanalyse

Hans H. Bauer (), Marc Fischer and Yvonne McInturff
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Hans H. Bauer: Universität Mannheim
Marc Fischer: Universität Mannheim
Yvonne McInturff: Universität Mannheim

Schmalenbach Journal of Business Research, 1999, vol. 51, issue 9, 805-831

Abstract: Summary The importance of pictures in all modern types of communication is still growing. It is often argued that pictures have a particular effect on behavior. The low effort adoption, processing and storage of information support this hypothesis. Furthermore, pictures favor the transportation of emotions. Therefore, the often cited pictorial superiority is not astonishing. The particular effect of pictures has been an issue of empirical research in the social sciences since the early 1960s. A large body of knowledge from studies with different aims and experimental conditions has accumulated by now. This paper integrates for the first time the manifold of empirical findings concerning the picture effect and contributes to its empirical generalization. For this purpose we apply advanced methods of meta-analytic research. On the basis of the results from the meta-analysis we are able to make statistical inferences about the particular effects of pictures under different circumstances.

Date: 1999
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DOI: 10.1007/BF03371598

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