Feature Interactions in Consumer Judgments of Verbal Versus Pictorial Presentations

Abstract

In consumer judgments of product designs, the numbers of additive and configural feature effects are apt to differ between verbal and pictorial stimulus presentations. A study of judgmental responses to sweater designs suggests the significant occurrence of feature interactions, a tendency for pictorial (versus verbal) displays to evoke more main effects, and a tendency for pictorial displays to promote cue configurality when one controls for type of information-processing strategy.