Abstract

As access to information increases, modern people access various marketing and advertising information every moment. However, the higher the amount of information, the more consumers withdraw their attention and complain of fatigue, and a lot of information in choice situations that require high cognitive processing causes negative responses. Companies should design strategies to mitigate this and create positive marketing effects. This study attempted to capture consumers’ interest and attention in the flood of advertising and marketing information to provide positive emotional experiences and to find out the factors that influence consumer attitudes and potential choice behaviors. By setting this as visual hyperbole and message framing, it was expected that positive emotions derived from the two variables would have a significant effect on consumers. The experiment consisted of 2 (visual hyperbole: presence, absence) × 2 (message framing: gain, loss) interparticipant designs. Consumer responses affected by independent variables were set to product attitudes, attitudes toward advertising, intention to search for additional information, choice deferral, and visual attention was analyzed using self-report surveys and eye-tracking devices. As a result of the analysis, it was found that there was a significant difference in perceived positive emotions, product attitudes, and attitudes toward advertising according to the interaction between visual hyperbole and framing. In addition, the moderated mediating effect of framing was significant, moderating the effect of visual hyperbole on consumer attitude and additional information search intention through positive emotions. However, these effects in choice deferral and visual attention were not statistically significant. This study attempted to propose academic and practical implications by verifying the impact of visual hyperbole in advertisements that were studied in a limited way in terms of choice situations and consumer positive emotions.