The Stopping Power of Advertising: Measures and Effects of Visual Complexity

By Rik Pieters, M. Wedel, R. Batra. 2010

706 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/3d383c470afffc304b1b8e4ce0666778e864d38b

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

1. Bo van Grinsven
2. Enny Das
3. Henrik Hagtvedt

In Marketing

1. Sebastian Zenker
2. Bo van Grinsven
3. Enny Das
4. Henrik Hagtvedt
5. Klaus-Peter Wiedmann
6. Jannick Bettels

In Social Psychology

1. Sebastian Zenker
2. Bo van Grinsven
3. Enny Das
4. Henrik Hagtvedt
5. Erik Braun
6. Sibylle Petersen
7. Klaus-Peter Wiedmann
8. Jannick Bettels

Citations in the corpus

• Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude (2016, methodology): “A design characteristic that fulfills this requirement but has not been applied to logo design is complexity (e.g., Pieters, Wedel, and Batra 2010; Wang, Shih, and Peracchio 2013).”
• The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity (2018, neutral): “Moreover, the amount of visual information contained in the two logos of each pair, measured by the size of JPEG files (Pieters, Wedel, and Batra 2010), did not differ statistically.”
• Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors (2017, background): “Likewise, Pieters, Wedel, and Batra (2010) show that the design complexity of advertisement increases attention and attitude towards an ad.”
• This Logo Moves Me: Dynamic Imagery from Static Images (2014, neutral): “Visual cues specifically affect attention and consumer engagement (Finn 1988; Pieters and Wedel 2004; Pieters, Wedel, and Batra 2010).”
• Marketing Analytics for Data-Rich Environments (2016, neutral): “Examples are Pieters, Wedel, and Batra (2010), who use fi le size of JPEG images as a measure of feature complexity of advertisement images; Landwehr, Labroo, and Herrmann (2011), who apply image morphing to selected design points to compute visual similarity of car images; and Xiao and Ding (2014),…”
• The Impact of Incomplete Typeface Logos on Perceptions of the Firm (2011, background): “…Giese, and Cote 2004; Janiszewski and Meyvis 2001; Van der Lans et al. 2009) but also contribute to research on visual communication in general (Lurie and Mason 2007; Pieters, Wedel, and Batra 2010) and ambiguity specifically (Miller and Kahn 2005; Peracchio and Meyers-Levy 1994; Yi 1990).”