Drawing on embodied cognition and construal level theory, the authors conduct three studies to investigate how consumers form varying distance perceptions and attitudes toward advertising appeals depending on whether they open or close their eyes while contemplating the messages. The studies support the hypothesis by showing that when individuals close their eyes, they form abstract processing styles (high-level construal), perceive events as more distant, and increase preferences for utilitarian advertising appeals; when they open their eyes, they form concrete processing styles (low-level construal), perceive events as nearer, and indicate preferences for hedonic advertising appeals. Implications for theory and marketing are discussed.
Author(s): Marat Bakpayev, University of Minnesota Duluth; Younghwa Lee, Hankuk University of Foreign Studies; Sukki Yoon, Bryant University; Kacy Kim, Bryant University
Friday March 27, 2020 8:30am - 10:00am CDT
Sorrento Room