Purpose The purpose of this paper is to investigate consumers’ evaluation of non-focal overlay images appearing closer than the focal point (e.g. a transparent brand logo appearing in front of an online news article). Design/methodology/approach Three experiments identify factors on both...

Purpose: An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture...

Studies of response to advertising images follow parallel streams: one treats visuals as sensory data; the other, operating under rhetorical theory, presumes that images are communicative artifacts. By revisiting a seminal article by Mitchell and Olson, we empirically demonstrate an alternative...