2015/01/16 by Jing Zhang, Xiaojing Yang
Arts and Humanities · Business, Management and Accounting · Psychology · #Behavioral Health and Interventions #Consumer Behavior in Brand Consumption and Identification #Media Influence and Health
paper · doi:10.1016/j.jcps.2015.01.004
openalex publication_date 2015/01/16 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
Abstract Building on regulatory focus research, we investigate how certain visual elements of an advertising message, such as stylistic properties, contribute to regulatory fit and persuasion. Across three experiments, we examine how the visual perspective (actor's vs. observer's) through which a product is depicted in an ad affects product evaluations among participants with different regulatory foci (promotion‐ vs. prevention‐focused). Specifically, we find that when an actor's perspective is used in an ad to portray a product, regulatory fit occurs among promotion‐focused (vs. prevention‐focused) participants and they report more favorable product evaluations; conversely, when an observer's perspective is used, regulatory fit occurs among prevention‐focused (vs. promotion‐focused) participants and they evaluate the product more favorably. An analysis of internal vs. external evaluation thoughts helps explain the persuasion effects.