Time for Action: Implied Action Does It!

ABSTRACT This research proposes implied‐action cues as subtle visual communication tactics in static images, prompting consumers to mentally simulate the entire consumption context. Implied‐action cues suggest an activity is ongoing by depicting objects in use—without showing people or motion. They extend theories of visual persuasion, product affordances, and mental simulation, which primarily focus on implied motion, product orientation, or the presence of people. For example, a motorhome rental promotional picture showing a set breakfast table inside the motorhome implies that breakfast is being enjoyed, inviting consumers to imagine the entire motorhome experience. Across four studies involving 1026 participants, we show that implied‐action cues (vs. no cues and/or vs. non‐action cues) positively influence brand responses (ad and brand attitudes, perceived product quality, and purchase intentions) and behavioral responses (requesting additional information). These effects are driven by the mental simulation of the entire consumption context and hold across different product types (services: airline, motorhome/student home rental; and durable products: television) and different cue types (peripheral and central to the offering). However, implied‐action effects do not occur when the implied‐action cue involves a negative activity. These findings offer theoretical and practical implications by identifying an effective, neutral, and cost‐efficient visual persuasion cue.