Picture-Based Persuasion Processes and the Moderating Role of Involvement

Although pictures have been shown to enhance the impact of persuasive communications, little is known about the robustness of such effects. This study examines how involvement moderates the process by which pictures affect brand attitudes and purchase intentions. The results show that involvement's moderating role depends on whether pictures convey product-relevant information. Whereas the impact of affect-laden pictures devoid of product-relevant information declines as involvement increases, involvement exerts the opposite effect for product-relevant pictures. The results also demonstrate that the images evoked by pictures and thoughts about a picture's appropriateness play an important mediating role in the persuasion process underlying peripheral pictures. Coauthors are Sunil Bhatla, Kenneth R. Lord, Peter R. Dickson, and H. Rao Unnava. Copyright 1991 by the University of Chicago.