How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations

摘要: Research in both the consumer and aesthetics literatures suggests that ambiguity created by a cropped or incomplete object may prompt people to seek closure supplying missing part. In turn, this process of resolving can enhance affect. Applying notion advertisements, study is reported examines whether when severe cropping key objects ads will influence people's product evaluations. The results indicate evaluations if are sufficiently motivated complete does not impede attempts verify ad claims.