Visual art and regulatory fit messages on consumer evaluations

• Autor(a) principal: Mantovani, Danielle
• Data de Publicação: 2016
• Outros Autores: Tazima, Deborah Iuri
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/60319
• topic: Visual art; Regulatory fit; Persuasiveness; Advertising messages; Willingness to buy; Arte visual; Ajuste regulatorio; Capacidad de persuasión; Mensajes publicitarios; Disposición a comprar; Arte visual; Ajuste regulatório; Persuasão; Mensagens de anúncios; Propensão de compra

In this study, we demonstrate that the art infusion effect, in which the presence of visual art causes a positive impact on consumers’ perceptions of products and advertising messages, might have a moderation effect on regulatory fit and non-fit messages. We investigate the impact of visual art on advertisement evaluations in regulatory (non-) fit conditions. Regulatory focus theory suggests that consumers rely on their motivational focus (prevention vs. promotion) for their evaluations and decisions. Usually, consumers prefer products that fit with their personal motivational focus. In the present study, the results of three experiments indicate that using visual art with a promotion or prevention fit message is recommended, while non-art images increase message persuasiveness when non-fit messages are presented. Therefore, not all information compatible with the consumer’s motivational focus are best evaluated. When non-art images are presented, non-fit messages might be more persuasive.