How many pictures should your print ad have?

Rafi M M I Chowdhury, Grant Olsen, John W. Pracejus

Research output: Contribution to journalArticlepeer-review

17 Scopus citations


This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However, consistent with theory regarding the mechanism underpinning affect integration in a simultaneous presentation context, in advertisements with only positive or only negative images, increasing the number of positive (negative) images of similar affective intensity does not increase positive (negative) affect. For both types of advertisements, additional pictures have no effects on attitude toward the ad when they exemplify a product attribute or benefit that an existing picture(s) already depicts.

Original languageEnglish (US)
Pages (from-to)3-6
Number of pages4
JournalJournal of Business Research
Issue number1
StatePublished - Jan 2011


  • Affect
  • Attitude
  • Images
  • Print advertising
  • Scope effects

ASJC Scopus subject areas

  • Marketing


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