LAUSR

Abstract This article examines how the horizontal distance between two images—a product and a model—in conjunction with the focus of the ad appeal (desirability vs. feasibility) impacts the consumer’s product evaluation. The findings indicate that the desirability (feasibility) appeal leads to more favorable product evaluations when the ad presents a spatially distal (proximal) product-model distance. This outcome occurs because the correct match between the product-model distance and the ad appeal enhances processing fluency, thus leading to more positive product evaluations. The findings offer practical insights and actionable strategies to practitioners.