The Impact of Visual Product Communication on Customers’ Irrational Buying Behaviour
Artistic journal indexed in Web of Science
scientific journal, artistic journal
1552
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24/11/2023 By Alena Kusá, Anna Križanová, Dávid Vrtaňa, Patrícia Beličková

The Impact of Visual Product Communication on Customers’ Irrational Buying Behaviour

Abstract

This paper explores the complex link between visual communication and irrational consumer behaviour, with a particular focus on the context of chocolate advertising for brand communication strategy. In an era characterized by the dominance of digital marketing and communication strategy, the role of visuals in influencing consumer decisions is crucial. In our study, we present the results of a carefully designed experiment that closely examines the impact of visual cues on chocolate packaging. Our findings shed light on the profound influence of visual communication on consumers’ irrational behaviour. Participants exhibited heightened emotional reactions, impulsive tendencies, and a greater propensity to purchase chocolate products when exposed to visually engaging chocolate packaging used by brands in their advertisements and communication strategy. This research highlights the powerful influence of visual stimuli in stimulating emotional responses and guiding consumer decision-making that often bypasses rational considerations. In conclusion, this study highlights the importance of artistic visual content in advertising and packaging and offers valuable insights and practical recommendations for businesses seeking to harness the power of visual cues in influencing consumer behaviour and improving their marketing strategies.

 

Key words

Communication Strategy. Customer Behaviour. fMRI. Marketing Communication. Product. Visual Communication.

 

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DOI: https://doi.org/10.34135/ejmap-23-02-06

KUSÁ, A., BELIČKOVÁ, P., VRTAŇA, D., KRIŽANOVÁ, A.: The Impact of Visual Product Communication on Customers’ Irrational Buying Behaviour. In European Journal of Media, Art and Photography, 2023, Vol. 11, No. 2, pp. 106-115. ISSN 1339-4940.

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