Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311207 
Year of Publication: 
2025
Series/Report no.: 
IU Discussion Papers - Marketing & Kommunikation No. 1 (Februar 2025)
Publisher: 
IU Internationale Hochschule, Erfurt
Abstract: 
Product brands are facing the increasing challenge of differentiating themselves from the competition through authentic and inspiring advertisements. Therefore, the choice of the right typeface as a design element for advertisement texts may play a crucialrole in consumer behavior. Although researchers agree that typefaces generally affect people's perception, existing research in this specific field is still limited. Based on a survey among German consumers, this study investigates whether two different fonts of an advertisement text (machine-written typeface vs. hand-written typeface) will have an impact on relevant consuming aspects, like advertisement (ad) perception, brand attitude, purchase intention and willingness to pay. The results indicate a stronger effect on these aspects for a hand-written advertisement text compared to the machine-written version. According to that, implications for marketing professionals are derived from the results. The study contributes to existing advertising research and shows the power of typefaces as often underestimated success features of advertisements.
Subjects: 
Hand-written typeface
machine-written typeface
advertisement
brand awareness
purchase intention
consumer behavior
JEL: 
L67
M30
M31
M37
Document Type: 
Working Paper

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