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Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct

Wei Li (Southwest Jiaotong University, Chengdu, China)
Yushi Jiang (School of Economics and Management, Southwest Jiaotong University, Chengdu, China)
Miao Miao (School of Economics and Management, Southwest Jiaotong University, Chengdu, China)
Qing Yan (School of Economics and Management, Southwest Jiaotong University, Chengdu, China)
Fan He (School of Economics and Management, Southwest Jiaotong University, Chengdu, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 24 August 2021

Issue publication date: 16 November 2021

156

Abstract

Purpose

Enterprises often use anthropomorphic images to display products. In this study, by discussing the differences of the anthropomorphic images of juxtaposition and fusion, the authors can distinguish the boundary conditions of the influence of different visual object structures on consumers' attention.

Design/methodology/approach

Based on schema theory and information processing theory and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high and low) *2(visual object structure: juxtaposition and fusion)*2(self-construct: interdependent and independent). This study discusses the difference in the attractiveness of interdependent and independent consumers in the context of high congruence, juxtaposition and fusion of two visual object structures.

Findings

The results show that compared with the low congruence anthropomorphic image, the high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than the juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than the fusion image.

Originality/value

The conclusion enriches the anthropomorphic marketing theory. It reveals different degrees of attention paid to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provide a new perspective for the study of anthropomorphic marketing and provide a reference for enterprises to publicize products or services through anthropomorphic image.

Keywords

Acknowledgements

This research is supported by the National Natural Science Foundation of China (Grant No. 20BSH103), the Ministry of Education of Humanities and Social Science project (Grant No. 20YJA790063, 19YJC860033, 19YJC630060, 20YJC860006). This article was previously published in Mandarin as [李伟 , 颜清 , 苗苗 , 何璠 , 蒋玉石 . 拟人化广告形象契合与视觉对象结构——基于自我建构的眼动研究[J]. 营销科学学报, 2019, 15(2): 116–131]. This translation appears here with the permission of the Chinese Marketing Association of Universities.

Citation

Li, W., Jiang, Y., Miao, M., Yan, Q. and He, F. (2021), "Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct", Journal of Contemporary Marketing Science, Vol. 4 No. 2, pp. 260-279. https://doi.org/10.1108/JCMARS-07-2021-0027

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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