Using representational and abstract imagery to create regulatory fit effects

Visual imagery is one of the most important methods communicating with consumers, but scholars have generally neglected role different forms visual (representational and abstract). Further, motivation to engage process representational versus abstract has also remained underexamined despite that motivation, particularly stemming from regulatory focus, plays in consumer domain. Therefore, we demonstrate prevention-focused promotion-focused mindsets guide interpretation meanings conveyed by as a nonverbal means achieve fit. Four experimental studies— including controlled laboratory experiment online behavioral response study—show when matched mindset or framed message, outcomes are enhanced. find perceived risk mediates results for those prevention focus departure status quo promotion focus.