Abstract

The present studies aimed to extend Regulatory Fit Theory in the domain of persuasive communication by (a) using printed advertisement images without any verbal claim, instead of purely or mostly verbal messages; (b) selecting the images to fit the distinct orientations of regulatory mode rather than regulatory focus; and (c) priming regulatory mode orientation instead of relying on chronic prevalence of either locomotion or assessment orientation. We found that recipients primed with a locomotion orientation experienced fit, and were more persuaded, when exposed to "dynamic" versus "static" visual images; conversely, recipients primed with an assessment orientation experienced fit and were more persuaded when exposed to "static" versus "dynamic" images. Our findings show that the experience of fit can be induced by visual messages, resulting in positive effects in terms of attitude toward product advertisement and estimated price of advertised products.

Citation

Mannetti, Lucia, Mauro Giacomantonio, E. Tory Higgins, Antonio Pierro, and Arie Kruglanski. "Tailoring visual images to fit: Value creation in persuasive messages." European Journal of Social Psychology 40, no. 2 (March 2010): 206-215.

Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.

Each topic is linked to an index of publications on that topic.