Naletelich and colleagues studied the different effects of representational and abstract images on consumer thoughts regarding products. They share that “Four experimental studies— including one controlled laboratory experiment and one online behavioral response study—show that when representational imagery is matched with a prevention-focused and abstract imagery with a promotion-focused mindset or framed message, consumer outcomes are enhanced. Further, we find that perceived risk mediates the results for those with a prevention focus and departure from the status quo for those with a promotion focus.”
Kelly Naletelich, Seth Ketron, Nancy Spears, and J. Gelves. 2022. “Using Representational and Abstract Imagery to Create Regulatory Fit Effects.” Psychology and Marketing, https://doi.org/10.1002/mar.21736