Abstract
Much research has shown that the stylistic properties of visual images can serve as an important source of persuasion. However, the existing literature seldom incorporates characteristics of consumers, such as self-concept, as a determining factor in the effectiveness of images' stylistic properties. In the context of exploring a specific stylistic property, camera angle, we demonstrate across three experiments that when an upward-looking camera angle is employed to depict a product, participants with an ought-self (motivated by duties and obligations) generate more favorable product evaluations than participants with an ideal-self (motivated by hopes and aspirations). The reverse is found when a downward-looking angle is utilized. We also explore the mechanism underlying these effects. That is, individuals with an ideal-self and ought-self use different control strategies (influencing versus adapting to existing realities) impacting their product evaluations.
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