The Role of Self-Regulatory Focus in the Effectiveness of Actor’S Vs. Observer’S Visual Perspective

Two experiments indicated that when an actor’s (observer’s) perspective is used to portray a product in an ad, promotion- (prevention-) focused individuals report more favorable product evaluations compared to prevention- (promotion-) focused individuals. The results were interpreted in light of regulatory visual perspective fit, assessed by internal vs. external thoughts.



Citation:

Jing Zhang and Xiaojing Yang (2015) ,"The Role of Self-Regulatory Focus in the Effectiveness of Actor’S Vs. Observer’S Visual Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 296-297.

Authors

Jing Zhang, San Jose State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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