Nyckeln till visning - En kvantitativ studie av att sälja och bli såld på detaljbilder
Previous research in the field of consumer marketing has confirmed the positive effects of divergence on advertising efficiency. Despite the coherent evidence, some industries lag in the adoption of these findings, one of which is the Swedish real estate market. Divergence has not been elaborately investigated within said context and this paper addresses the need of actionable insights for housing advertising. Starting with the proven success of housing firm Fantastic Frank who work with detail photos in contrast to the common wide angle, this paper examines theoretical implications of detail photos' characteristics. Besides being divergent, detail photos are also ambiguous which renders access to effects related to visual perception. The divergence and ambiguity of detail photos imply a positive impact on several phases of the consumer decision-making process. The hypothesized causality was investigated with a quantitative experiment where two groups evaluated wide angle and detail photos respectively. Results indicated detail photos to positively affect 7 out of 9 efficiency variables. Hence, this paper confirms that the proven effects of divergence and ambiguity applies for housing advertisement and concludes that the use of detail photos is a conceivable marketing tool to access these benefits.