HOW AMBIGUOUS CROPPED OBJECTS IN AD PHOTOS CAN AFFECT PRODUCT EVALUATIONS

Research in both the consumer and aesthetics literatures suggests that the ambiguity created by a cropped or incomplete object may prompt pe ople to seek closure by supplying the missing part. In turn, this proc ess of resolving the ambiguity can enhance affect. Applying this notio n to advertisements, a study is reported that examines whether and whe n severe cropping of key objects in ads will influence people's produc t evaluations. The results indicate that severe cropping of objects in ads can enhance product evaluations if people are sufficiently motiva ted to complete the cropped object and the cropped object does not imp ede people's attempts to verify the ad claims.