The Persuasiveness of Stylistic Properties: the Moderating Role of Ideal-Self Vs. Ought-Self

Jing Zhang, University of Wisconsin-Milwaukee, USA
Xiaojing Yang, University of Wisconsin-Milwaukee, USA
Laura Peracchio, University of Wisconsin-Milwaukee, USA
Two experiments were conducted to examine the moderating effect of self-concept in the persuasiveness of a stylistic property – camera angle. Study 1 showed that, when an upward-looking camera angle is used to depict a product, respondents with salient ought-self (motivated by duties and obligations) generated more favorable brand evaluations than did respondents with salient ideal-self (motivated by hopes and aspirations). The reverse pattern was found when a downward-looking angle was employed. Study 2 revealed further that this Self by Camera Angle effect occurred only among respondents with high processing motivation.
[ to cite ]:
Jing Zhang, Xiaojing Yang, and Laura Peracchio (2009) ,"The Persuasiveness of Stylistic Properties: the Moderating Role of Ideal-Self Vs. Ought-Self", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 715-715.