How Ambiguous Cropped Objects in Ad Photos can Affect Product Evaluations

Research in both the consumer and aesthetics literatures suggests that the ambiguity created by a cropped or incomplete object may prompt people to seek closure by supplying the missing part. In turn, this process of resolving the ambiguity can enhance affect. Applying this notion to advertisements, a study is reported that examines whether and when severe cropping of key objects in ads will influence people's product evaluations. The results indicate that severe cropping of objects in ads can enhance product evaluations if people are sufficiently motivated to complete the cropped object and the cropped object does not impede people's attempts to verify the ad claims. Copyright 1994 by the University of Chicago.