However, subsequent studies at University of Bamberg revealed an exception: When a comparative shopping decision is quite complex, having the shopper imagine using the product helps simplify thinking and so facilitates a purchase decision. Include in the ad the item in use by a person the shopper will relate to.
As to what part of the person to show, there’s some evidence that with graspable merchandise, an image of a hand holding the item—what’s called a brand selfie—works better than does an image of the face of the user—a consumer selfie. The explanation is in the ability of the viewer to imagine themselves holding the item. A human face in the consumer selfie directed thoughts away from the brand, toward the person shown.
And now researchers at Manchester Metropolitan University, Universidade Católica Portuguesa, and Arab Academy for Science, Technology and Maritime Transport answered another question: In social media advertising, is it better to include a photo-quality image or an illustration-quality drawing of the person?
The researchers recommend using a photo-quality image when the objective is to create purchase intention. The drawings were found to generate greater enjoyment among viewers. But the photo-quality images generated greater interest and credibility. The researchers’ explanation is that photo-quality images supply a visual richness beyond that of stylized drawings, and the richer information eases ambiguity and facilitates judgment. Of chief interest to marketers is that, compared to ads using drawings, the ads using photo-quality images were found in the studies to result in higher sales.
Still, as with the stream of research on using representations of people at all in ads, there are exceptions to the overall conclusion: The researchers say that if the primary objectives of an ad campaign are to encourage the viewer to engage with storytelling or gamification, the enjoyment generated by drawings argue in favor of their use.
Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.
Tap for more…
Post Brand Selfies in Highly Positive Reviews
