Effects of typographic factors in advertising‐based persuasion: A general model and initial empirical tests

By Michael S. Mccarthy, David L. Mothersbaugh. 2002

143 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/69951126d116ebd9d67e562c70a432b6aaf0b289

How researchers see this paper

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

In Experimental and Cognitive Psychology

1. Dhruv Grewal
2. John R. Doyle
3. Paul A. Bottomley
4. Benedikt Schnurr
5. Roland Schroll

In Marketing

1. Paul A. Bottomley
2. John R. Doyle
3. Benedikt Schnurr
4. Roland Schroll
5. Dhruv Grewal
6. Robin A. Coulter
7. Stephanie Q. Liu
8. Huiling Huang

In Human-Computer Interaction

1. John R. Doyle
2. Dhruv Grewal
3. Paul A. Bottomley

Citations in the corpus

• Humanizing Products with Handwritten Typefaces (2018, background): “McCarthy and Mothersbaugh (2002) Effects of typeface characteristics on persuasion Serif fonts improve legibility for smaller typefaces but only for faster readers.”
• Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype (2006, background): “According to McCarthy and Mothersbaugh (2002), the semantic associations of a typeface are the connotations that consumers derive from the text that go beyond the”
• BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES (2005, background): “Consistent with recent theorizing concerning the effects of typographic factors in advertising (McCarthy and Mothersbaugh 2002), we anticipated that highly contrasting background banner and text letter colors, such as a red background and white letters, would draw greater attention to the…”