Concave-Shaped Ads Are More Persuasive than Convex-Shaped and Flat Ads

Many advertisements aren't just found on flat surfaces like billboards; they're also popping up on curved ones, like the sides of telephone poles or even on curved computer and TV screens. This trend suggests that in the future, we might see more ads on curved surfaces online too. But do people respond the same way to ads on flat surfaces as they do to those on curved surfaces? To answer this question, we looked into whether concave-shaped ads (where the sides curve inward) are more persuasive compared to convex-shaped or flat ads. We found that indeed, concave-shaped ads tend to be more convincing because they draw viewers in more effectively. In our first experiment, we discovered that the immersive experience of viewing a curved ad directly influenced people's intentions to make a purchase. Essentially, being surrounded by the ad made people more likely to want what was being advertised. In the second experiment, we found that the shape of the ad itself had a significant impact on purchase intentions. This further supported the idea that immersion played a crucial role in persuading consumers. However, there was a catch discovered in the third experiment: people's level of skepticism affected how persuasive the concave ads were. When people were highly skeptical, their immersion into the ad was restricted, and thus the ads weren't as effective. Overall, this research sheds light on how the shape of ads can influence consumer behavior. By understanding these mechanisms, advertisers can better design their campaigns to capture attention and drive sales.Liangyan Wang, Ali Gohary & Eugene Y. Chan (2023). Are Concave Ads More Persuasive? The Role of Immersion (external link) , Journal of Advertising. DOI: 10.1080/00913367.2023.2216262