Visual Presentation, Regulatory Focus, and Consumer Responses in Social Media Advertising

This record contains three de-identified experimental datasets concerning visual presentation and consumer responses in social media advertising. The datasets include photographic-format and regulatory-focus conditions, relational-context variables, and quantitative measures of responses to featured influencers, animated characters, brands, and advertised products. The files are provided in CSV and Microsoft Excel formats. Each Excel workbook includes a Data sheet and a Codebook sheet. Crowdsourcing-platform usernames and open-ended responses have been removed. Open-ended regulatory-focus writing responses and thought-listing responses are not publicly shared because free-text responses may contain potentially identifying information. AI-assisted thought-coding and mediation materials are also excluded. Missing or structurally unavailable values are coded as `.` .