The Effect of Pictures’ Presentation Order on Brand Perceived Value

Abstract

At present, online advertising pictures like to use multiple forms of presentation, and research on the order in which pictures are presented has attracted attention. This paper designed two empirical studies to explore whether the different presentation order of the contrast pictures before and after will have an impact on the perceived value of the brand. The results show that for hedonic products, consumers face the past situation on the left and the future picture combination on the right can produce higher brand perception value, but the effect on practical products will be weakened. This result is still true in high-imagination subjects, but there is no significant difference for low-imaginity subjects. This article provides some useful references and references for the design of advertising images and the order of presentation of corporate marketers.