Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Model Pose on Consumer Perceptions of Price: A Perceived-Power Perspective

  • JeongGyu Lee (Soongsil University) ;
  • Dong Hoo Kim (Chung-Ang University)
  • Received : 2024.05.13
  • Accepted : 2024.07.17
  • Published : 2024.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad assumes a submissive pose. Study 2 investigates the influence of the perceived power of a model's pose on price recall depending on the visibility of the model's face and reveals that consumers demonstrate better price recall for items displayed at the top when the model's face is not visible even when the model adopts a powerful pose. Ultimately, this research provides new insights to help marketers identify ideal locations for displaying price information in ads. More theoretical and practical implications are also discussed.

Keywords

References

  1. Aagerup, Ulf (2011), "The Influence of Real Women in Advertising on Mass Market Fashion Brand Perception," Journal of Fashion Marketing and Management, 15 (4), 486-502.
  2. Argyle, Michael (1989), Bodily Communication, 2nd ed. Methuen.
  3. Argyle, Michael and Mark Cook (1976), Gaze and Mutual Gaze. Cambridge University Press.
  4. Bagchi, Rajesh and Amar Cheema (2013), "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, 39 (5), 947-960.
  5. Baker, Michael J. and Gilbert A. Churchill Jr. (1977), "The Impact of Physically Attractive Models on Advertising Evaluations," Journal of Marketing Research, 14 (4), 538-555.
  6. Baumeister, Roy F., Jennifer D. Campbell, Joachim I. Krueger, and Kathleen D. Vohs (2003), "Does High Self-Esteem Cause Better Performance, Interpersonal Success, Happiness, or Healthier Lifestyles?," Psychological Science in the Public Interest, 4 (1), 1-44.
  7. Cacioppo, John T. (2004), "Asymmetries in Affect Laden Information Processing," in Perspectivism in Social Psychology: The Yin and Yang of Scientific Progress, John T. Jost, Mahzarin R. Banaji, and Deborah A. Prentice, eds. American Psychological Association, 85-95.
  8. Carney, Dana R., Amy J. C. Cuddy, and Andy J. Yap (2010), "Power Posing: Brief Nonverbal Displays Affect Neuroendocrine Levels and Risk Tolerance," Psychological Science, 21 (10), 1363-1368.
  9. Copeland, John T. (1994), "Prophecies of Power: Motivational Implications of Social Power for Behavioral Confirmation," Journal of Personality and Social Psychology, 67 (2), 264-277.
  10. Coss, Richard G. (1978), "Perceptual Determinants of Gaze Aversion by the Lesser Mouse Lemur (Microcebus murinus), the Role of Two Facing Eyes," Behaviour, 64 (3), 248-269.
  11. Dahl, Robert A. (1957), "The Concept of Power," Behavioral Science, 2 (3), 201-215.
  12. De Waal, Frans B. M. (1986), "The Integration of Dominance and Social Bonding in Primates," The Quarterly Review of Biology, 61 (4), 459-479.
  13. DeWall, C. N. and Jon K. Maner (2008), "High Status Men (But Not Women) Capture the Eye of the Beholder," Evolutionary Psychology, 6 (2), 328-341.
  14. Eldesouky, Doaa Farouk Badawy (2013), "Visual Hierarchy and Mind Motion in Advertising Design," Journal of Arts and Humanities, 2 (2), 148-162.
  15. Ellsworth, Phoebe and James M. Carlsmith (1973), "Eye Contact and Gaze Aversion in an Aggressive Encounter," Journal of Personality and Social Psychology, 28 (2), 280-292.
  16. Ferchaud, Arienne, Jenna Grzeslo, Stephanie Orme, and Jared LaGroue (2018), "Parasocial Attributes and YouTube Personalities: Exploring Content Trends Across the Most Subscribed YouTube Channels," Computers in Human Behavior, 80, 88-96.
  17. French Jr., John R. P., Bertram H. Raven, and Dorwin Cartwright (1959), "The Bases of Social Power," in Classics of Organization Theory, Jay M. Shafritz, Steven J. Ott, and Yong-Suk Jang, eds. Cengage Learning, 311-320.
  18. Gallup Jr., Gordon G., William H. Cummings, and Richard F. Nash (1972), "The Experimenter as an Independent Variable in Studies of Animal Hypnosis in Chickens (Gallus gallus)," Animal Behaviour, 20 (1), 166-169.
  19. Gobel, Matthias S., Heejung S. Kim, and Daniel C. Richardson (2015), "The Dual Function of Social Gaze," Cognition, 136, 359-364.
  20. Grewal, D., Monroe, K. B., and Krishnan, R. (1998). "The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions," Journal of marketing, 62 (2), 46-59.
  21. Hall, Judith A., Erik J. Coats, and Lavonia S. LeBeau (2005), "Nonverbal Behavior and the Vertical Dimension of Social Relations: A Meta-Analysis," Psychological Bulletin, 131 (6), 898-924.
  22. Halliwell, Emma and Helga Dittmar (2004), "Does Size Matter? The Impact of Model's Body Size on Women's Body-Focused Anxiety and Advertising Effectiveness," Journal of Social and Clinical Psychology, 23 (1), 104-122.
  23. Holland, Elise, Elizabeth B. Wolf, Christine Looser, and Amy Cuddy (2017), "Visual Attention to Powerful Postures: People Avert Their Gaze from Nonverbal Dominance Displays," Journal of Experimental Social Psychology, 68, 60-67.
  24. Hur, Songyee, Heejin Lim, and Jewon Lyu (2020), "'I' or 'She/He'? The Effects of Visual Perspective on Consumers' Evaluation of Brands' Social Media Marketing: From Imagery Fluency Perspective," Journal of Global Fashion Marketing, 11 (1), 1-17.
  25. Ilicic, Jasmina and Stacey M. Brennan (2020), "Looking at You: Celebrity Direct Eye Gaze Influence Social Media Post Effectiveness," European Journal of Marketing, 54 (12), 3051-3076.
  26. Janssen, Loes, Alexander P. Schouten, and Emmelyn A. J. Croes (2022), "Influencer Advertising on Instagram: Product-Influencer Fit and Number of Followers Affect Advertising Outcomes and Influencer Evaluations via Credibility and Identification," International Journal of Advertising, 41 (1), 101-127.
  27. Jin, Liyin, Yanqun He, and Ying Zhang (2014), "How Power States Influence Consumers' Perceptions of Price Unfairness," Journal of Consumer Research, 40 (5), 818-833.
  28. Keltner, Dacher, Deborah H. Gruenfeld, and Cameron Anderson (2003), "Power, Approach, and Inhibition," Psychological Review, 110 (2), 265-284.
  29. Keltner, Dacher and Robert J. Robinson (1997), "Defending the Status Quo: Power and Bias in Social Conflict," Personality and Social Psychology Bulletin, 23 (10), 1066-1077.
  30. Khakimdjanova, Lola and Jihye Park (2005), "Online Visual Merchandising Practice of Apparel E-Merchants," Journal of Retailing and Consumer Services, 12 (5), 307-318.
  31. Law, Derry, Christina Wong, and Joanne Yip (2012), "How Does Visual Merchandising Affect Consumer Affective Response?," European Journal of Marketing, 46 (1), 112-133.
  32. Lee, Eunji, Jung-Ah Lee, Jang H. Moon, and Yongjun Sung (2015), "Pictures Speak Louder Than Words: Motivations for Using Instagram," Cyberpsychology, Behavior, and Social Networking, 18 (9), 552-556.
  33. Li, Yiyi and Ying Xie (2020), "Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement," Journal of Marketing Research, 57 (1), 1-19.
  34. Lindstrom, Annika, Hanna Berg, Jens Nordfalt, Anne L. Roggeveen, and Dhruv Grewal (2016), "Does the Presence of a Mannequin Head Change Shopping Behavior?," Journal of Business Research, 69 (2), 517-524.
  35. Liu, Liu, Daria Dzyabura, and Natalie Mizik (2020), "Visual Listening In: Extracting Brand Image Portrayed on Social Media," Marketing Science, 39 (4), 669-686.
  36. Magee, Joe C. and Adam D. Galinsky (2008), "8 Social Hierarchy: The Self-Reinforcing Nature of Power and Status," Academy of Management Annals, 2 (1), 351-398.
  37. Mehta, Ravi and Rui J. Zhu (2009), "Blue or Red? Exploring the Effect of Color on Cognitive Task Performances," Science, 323 (5918), 1226-1229.
  38. Oh, Hyunjoo and Jenny Petrie (2012), "How Do Storefront Window Displays Influence Entering Decisions of Clothing Stores?," Journal of Retailing and Consumer Services, 19 (1), 27-35.
  39. Oosterhof, Nikolaas N. and Alexander Todorov (2008), "The Functional Basis of Face Evaluation," Proceedings of the National Academy of Sciences, 105 (32), 11087-11092.
  40. Palermo, Romina and Gillian Rhodes (2007), "Are You Always on My Mind? A Review of How Face Perception and Attention Interact," Neuropsychologia, 45 (1), 75-92.
  41. Phillips, Diane M. (1996), "Anticipating the Future: The Role of Consumption Visions in Consumer Behavior," Advances in Consumer Research, 23 (1), 70-75.
  42. Poor, Morgan, Adam Duhachek, and Shanker H. Krishnan (2013), "How Images of Other Consumers Influence Subsequent Taste Perceptions," Journal of Marketing, 77 (6), 124-139.
  43. Rosenberg, Morris (1965), Society and the Adolescent Self-Image. Princeton University Press.
  44. Rucker, Derek D., Adam D. Galinsky, and David Dubois (2012), "Power and Consumer Behavior: How Power Shapes Who and What Consumers Value," Journal of Consumer Psychology, 22 (3), 352-368.
  45. Schneier, Matthew (2014), "Fashion in the Age of Instagram," New York Times (April 10), https://www.nytimes.com/2014/04/10/fashion/fashion-in-the-age-of-instagram.html?smid$=$url-share.
  46. Shepherd, Stephen V., Robert O. Deaner, and Michael L. Platt (2006), "Social Status Gates Social Attention in Monkeys," Current Biology, 16 (4), R119-R120.
  47. Singh, Devendra (1993), "Adaptive Significance of Female Physical Attractiveness: Role of Waist-to-Hip Ratio," Journal of Personality and Social Psychology, 65 (2), 293-307.
  48. Stone, Nancy J. (2003), "Environmental View and Color for a Simulated Telemarketing Task," Journal of Environmental Psychology, 23 (1), 63-78.
  49. Sundar, Aparna and Theodore J. Noseworthy (2014), "Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design," Journal of Marketing, 78 (5), 138-151.
  50. Tanner, Robin J. and Ahreum Maeng (2012), "A Tiger and a President: Imperceptible Celebrity Facial Cues Influence Trust and Preference," Journal of Consumer Research, 39 (4), 769-783.
  51. Tiedens, Larissa Z. (2000), "Powerful Emotions: The Vicious Cycle of Social Status Positions and Emotions," in Emotions in the Workplace: Research, Theory, and Practice, Neal M. Ashkanasy, Charmine E. J. Hartel, and Wilfred J. Zerbe, eds. Quorum Books/Greenwood Publishing Group, 72-81.
  52. Tiedens, Larissa Z. and Alison R. Fragale (2003), "Power Moves: Complementarity in Dominant and Submissive Nonverbal Behavior," Journal of Personality and Social Psychology, 84 (3), 558-568.
  53. Toscano, Hugo, Thomas W. Schubert, and Steffen R. Giessner (2018), "Eye Gaze and Head Posture Jointly Influence Judgments of Dominance, Physical Strength, and Anger," Journal of Nonverbal Behavior, 42 (3), 285-309.
  54. Vacharkulksemsuk, Tanya, Emily Reit, Poruz Khambatta, Paul W. Eastwick, Eli J. Finkel, and Dana R. Carney (2016), "Dominant, Open Nonverbal Displays are Attractive at Zero-Acquaintance," Proceedings of the National Academy of Sciences, 113 (15), 4009-4014.
  55. Vescio, Theresa K., Mark Snyder, and David A. Butz (2003), "Power in Stereotypically Masculine Domains: A Social Influence Strategy X Stereotype Match Model," Journal of Personality and Social Psychology, 85 (6), 1062-1078.
  56. Winston, Joel S., Bryan A. Strange, John P. O'Doherty, and Raymond J. Dolan (2002), "Automatic and Intentional Brain Responses During Evaluation of Trustworthiness of Faces," Nature Neuroscience, 5 (3), 277-283.