VISUAL ART AND REGULATORY FIT MESSAGES ON CONSUMER EVALUATIONS

ABSTRACT 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.摘要 本研究证实，艺术浸润效应（art infusion effect）——即视觉艺术（visual art）的存在会对消费者的产品感知与广告信息认知产生积极影响——或对调节匹配（regulatory fit）与非匹配信息存在调节作用。本研究探讨了视觉艺术在调节（非）匹配情境下对广告评价的影响。调节聚焦理论（regulatory focus theory）指出，消费者会依据自身的动机聚焦类型（防御型（prevention）vs.促进型（promotion））开展评价与决策。通常而言，消费者更偏好契合自身动机聚焦类型的产品。本研究通过三项实验结果表明，搭配促进型或防御型匹配信息的视觉艺术具备更佳效果；而当呈现非匹配信息时，采用非艺术图像可提升信息的说服效力。因此，并非所有契合消费者动机聚焦的信息都能获得最优评价。当使用非艺术图像时，非匹配信息往往具备更强的说服力。