Using representational and abstract imagery to createregulatory fit effects Page: 579
This article is part of the collection entitled: UNT Scholarly Works and was provided to UNT Digital Library by the UNT College of Business.
Extracted Text
The following text was automatically extracted from the image on this page using optical character recognition software:
* Check for updates
Received: 12 January 2022 Accepted: 21 September 2022
DOI: 10.1002/mar.21736=N iarehng WILEY
RESEARCH ARTICLE
Using representational and abstract imagery to create
regulatory fit effects
Kelly Naletelich1 I Seth Ketron2 Nancy Spears3 I J. Alejandro Gelves4'Department of Marketing, James Madison
University, Harrisonburg, Virginia, USA
2New College, University of North Texas,
Denton, Texas, USA
3Department of Marketing, G. Brint Ryan
College of Business, University of North
Texas, Denton, Texas, USA
4Department of Operations and Information
Technology, William and Mary Raymond A
Mason School of Business, Williamsburg,
Virginia, USA
Correspondence
Kelly Naletelich, Department of Marketing,
James Madison University, 421 Bluestone
Drive MSC 0206, Harrisonburg, Virginia
22807, USA.
Email: Naleteka@jmu.edu
Funding information
College of Business, James Madison
University
1 INTRODUCTION
Visual imagery is used in many forms by organizations
most important methods of communicating
cursory glance at various types of image
platforms for visual media-advertising, social
signage, and package design, to name a few-yields
finding: some imagery appears more realistic
tional imagery) and others more abstract (i.e., c
or stylized perspective of objects). The use of
Abstract
imagery is widely popular as realistic depictinVisual imagery is one of the most important methods of communicating with consumers,
but scholars have generally neglected the role of different forms of visual imagery
(representational and abstract). Further, the motivation to engage with and process
representational versus abstract imagery has also remained underexamined despite the
important role that motivation, particularly stemming from regulatory focus, plays in the
consumer domain. Therefore, we demonstrate that prevention-focused versus
promotion-focused mindsets guide the interpretation of meanings conveyed by
representational versus abstract visual imagery as a nonverbal means to achieve
regulatory fit Four experimental studies- including one controlled laboratory experiment
and one online behavioral response study-show that when representational imagery is
matched with a prevention-focused and abstract imagery with a promotion-focused
mindset or framed message, consumer outcomes are enhanced. Further, we find that
perceived risk mediates the results for those with a prevention focus and departure from
the status quo for those with a promotion focus.
KEYWORDS
abstract, departure from the status quo, imagery, perceived risk, regulatory fit, regulatory focus,
representational
experiences are the clearest and most direct means of showing visual
information (Burns et al., 1993; Rossiter & Percy, 1980).
sas one of the However, organizations also make frequent use of abstract visual
with consumers. A imagery. For example, the BBC created an advertising campaign for the
ry ued arossmany 2018 World Cup with abstract imagery, featuring an animated video
media, websites, store titled "the Tapestry" of the best World Cup moments. The campaign was
an interesting wildly successful, setting a record for BBC across online and TV; the
(known campaign was even termed a work of art and cited as creating a new
depicting an augmented standard for creative expression in advertising (Gibson, 2019; Webby
representational visual Awards, 2019). Louis Vuitton has had similar success blurring the
of products and lines between art and commerce by turning various stores into artThis study was supported by the College of Business, James Madison University.
This is an open access article under the terms of the Creative Commons Attribution-NonCommercial License, which permits use, distribution and reproduction in any
medium, provided the original work is properly cited and is not used for commercial purposes.
2022 The Authors. Psychology & Marketing published by Wiley Periodicals LLC.wileyonlinelibrary.com/journal/mar I579
Psychol Mark. 2023;40:579-595.
Upcoming Pages
Here’s what’s next.
Search Inside
This article can be searched. Note: Results may vary based on the legibility of text within the document.
Tools / Downloads
Get a copy of this page or view the extracted text.
Citing and Sharing
Basic information for referencing this web page. We also provide extended guidance on usage rights, references, copying or embedding.
Reference the current page of this Article.
Naletelich, Kelly; Ketron, Seth; Spears, Nancy & Gelves, J. Alejandro. Using representational and abstract imagery to createregulatory fit effects, article, October 19, 2023; (https://digital.library.unt.edu/ark:/67531/metadc2179413/m1/1/: accessed June 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; crediting UNT College of Business.