Synchronicity in Signage Promotes a Sense of Belonging

Main Article Content

Aparna Sundar Flavia Gonsales Gracie Schafer

Abstract

The role of synchronicity in signage is investigated in two studies. Synchronicity has been theoretically linked to solidarity or a feeling of unity. In this research, we empirically investigate the effects of depicting synchronicity in signage using the visual principle of rhythm. Rhythm in images to create synchronicity in signage increases entitativity and a sense of belonging. We demonstrate key effects that can be leveraged in shaping consumer inferences in community and commercial contexts. Finally, we demonstrate the effectiveness of this strategy, but only when prior perceptions of belonging are absent. Implications for theory and future research are discussed.

Article Details

Section
Articles
Author Biographies

Aparna Sundar

Assistant Professor

Department of Marketing

Lundquist College of Business

University of Oregon

Flavia Gonsales

Researcher at Group of Image Studies in Communication (GEIC)

Escola de Comunicações e Artes

Universidade de São Paulo

Gracie Schafer

Undergraduate Student

Department of Marketing

Lundquist College of Business

University of Oregon

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