Examining the Visual Impact of Object Typeface on Event Participation

Chimeziem Elijah Nwankwo-Ojionu, Nor Azura Adzharuddin, Moniza Waheed, Azlina Mohd Khir

Abstract


We argued that elaborate and inharmonious design evokes greater interest in a brand, although Gestalt psychology scholars thought that harmonious and straightforward designs are more liked. The study used object typeface patterns to show cross-modal correspondence between typeface physical appearance and participant’s emotions on event participation in three experiments of between-subject designs. Participants (N=480) in three emotional valences in two levels, 160 (80 pleasure and 80 displeasure), 160 (80 arousal and 80 unaroused), and 160 (80 dominance and 80 submissive) to examine the visual impact of object typeface on event participation. The findings from the three experiments revealed a significant effect of object typeface on event participation. Additionally, we observed a positive and significant effect of the three emotional valences (pleasure, arousal, and dominance) on event participation, demonstrating a cross-modal interaction and substantial bias effect of heuristic on systematic processing. At the same time, motivation mediated the relationship between object typeface and event participation. The theoretical and managerial implications are discussed.


DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.90-117



Keywords


Cross-modal correspondence, event participation, discursive resources, object typeface, emotional valence, visual effects.

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Copyright (c) 2022 Chimeziem Elijah Nwankwo-Ojionu

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


Indexing:

Web of Science - Emerging Sources Citation Index - Clarivate Analytics

Journal Citation Reports (JCR) 2021

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