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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 799-799.


Danielle Mantovani, Federal University of Parana
Deborah Iuri Tazima, Federal University of Parana
Paulo Prado, Federal University of Parana


NA - Advances in Consumer Research Volume 42 | 2014

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