The Research Of Regulatory Fit Effect Between Information Framing And Visual Perspective On Consumer Attitude

At the age of Internet,consumers are overwhelmed by surplus information in their daily life.In order to have the advertising information noticed in the flood of information,marketers have made good use of information framing in marketing practice.some ad copies adopted the promotion focus information framing that emphasizes on the good results from the positive point of view,such as the classic slogan of Country Garden,“Give a five-star-home”;another adopted the prevention focus information framing that stresses on avoiding loss from the negative aspects,such as Colgate’s “no tooth decay”,Herbal tee maker Wang lao Ji’s “If afraid to get inflamed,drink Wang lao Ji”.Meanwhile,consumers are getting more and more dependent on images since nowadays people tend to be fragmented in information processing.Therefore,We should also discuss the expression strategies of image information when considering information framing of ad copy.Presently,ad images with actor perspective or observer perspective have been widely applied to print ads and even video adverting.For the actor perspective,the ad image was taken from viewer ’ s perspective so that the viewers feel that they themselves are using the products.For the observer perspective,the ad image was taken from outsider ’ s perspective,manipulated through the scenario of others’ using the product,making consumers feel and evaluate products like a outsider.Based on regulatory fit theory,we investigated the interaction effect between visual perspective and information framing,and examined the moderating role of product type(search products vs.experience products)on the persuasiveness of interaction effect.Literature review and empirical methods are both adopted.We first reviewed pertinent literature on information framing,regulatory fit theory,visual perspective,and articulated our theoretical framework.Then two experiments were designed to examine the hypotheses,study 1 used a 2(Information framing: Promotion vs.Prevention)×2(Visual perspective: Actor’s vs.Observer’s)between-subject design,and study 2 featured a 2(Information framing: Promotion vs.Prevention)×2(Visual perspective: Actor’s vs.Observer’s)×2(Product type: Search products vs.Experience products)between-subjects ANOVA design.Finally,we find the interaction effect between information framing and visual perspective is significant.That is,when promotion-focused(vs.prevention-focused)information framing is used in ad massage,consumers tend to be more positive in adattitude and buying willing if an actor’s(vs.observer)perspective is applied to the ad image.Moreover,the moderating role of product type on the regulatory fit effect between information framing and visual perspective showed no significance.Therefore,in the process of Ad copy writing and ad image photographing,marketer should pay attention to match the information framing of advertising massage with the visual perspective of ad image at the same time.Our findings also contribute to sensory marketing,we improve consumer sensory experience through visual perspective maximizing the persuasiveness of information framing,leading to a better marketing results.