Examining the Visual Impact of Object Typeface on Event Participation

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