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GENERATING A VISCERAL RESPONSE
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DOI：10.2753/JOA0091-3367390302.png)
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The research applies the theory of visceral influences to investigate the effects of visceral cues in a weight loss advertising context. Three visceral cues are addressed: proximity of reward, visual prime, and vividness of reward. Predictions are derived and three experiments are designed to examine the effects of visceral cues in weight loss advertisements. Results indicate that visceral cues are associated with greater buying impulse, attitudes toward the product, attitudes toward the advertisement, and purchase intentions. A high level of involvement with body weight is shown to increase respondent susceptibility to the visceral cues. Implications for theory and research in advertising are discussed.
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