Using representational and abstract imagery to create regulatory fit effects

AbstractVisual 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.