Academic Journal of Business & Management, 2023, 5(14); doi: 10.25236/AJBM.2023.051410.
Yinfeng Bi, Zhiyue Liu
Macau University of Science and Technology, Macau, 999078, China
This study aims to explore the impact of dynamic realism in poster advertisements on consumer purchasing behavior. A total of 200 participants were divided into two groups and exposed to two distinct sets of Brand A's posters, one incorporating dynamic realism and the other devoid of it. Participants were subsequently asked to evaluate the attractiveness of the posters, their emotional response towards the product, and their likelihood of purchasing it. The data collected was analyzed using an independent sample t-test. The findings revealed that posters imbued with dynamic realism were perceived as significantly more attractive, elicited more positive emotions, and exerted a stronger influence on participants' purchasing decisions compared to those without dynamic realism. These results underscore the potential of dynamic realism as a potent tool in enhancing the efficacy of poster advertisements in swaying consumer purchasing behavior. The study contributes to the growing body of literature on the role of dynamic realism in marketing and offers valuable insights for marketers and advertisers seeking to optimize their advertising strategies.
dynamic realism, posters, attractiveness, emotional response, purchase behavior
Yinfeng Bi, Zhiyue Liu. The Impact of the Dynamic Realism of Posters on Consumer Purchases. Academic Journal of Business & Management (2023) Vol. 5, Issue 14: 51-55. https://doi.org/10.25236/AJBM.2023.051410.
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