The Influence of Visual Art and Regulatory (Non) Fit on Product and Advertisement Evaluation

Danielle Mantovani, Federal University of Parana
Deborah Iuri Tazima, Federal University of Parana
Paulo Prado, Federal University of Parana
We investigate the impact of a visual artwork on product and advertisement attitude in regulatory (non) fit conditions. Results of two experiments indicate that using art in a promotion fit condition is recommended, but for consumers in prevention fit the use of artwork in advertising might cause a negative effect.
[ to cite ]:
Danielle Mantovani, Deborah Iuri Tazima, and Paulo Prado (2014) ,"The Influence of Visual Art and Regulatory (Non) Fit on Product and Advertisement Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 799-799.