AAA Annual Conference 2018

Ji Mi Hong, University of Texas-Austin
Hyunsang Son, University of Texas-Austin
So Young Lee, University of Texas-Austin
Wei-Na Lee, University of Texas-Austin

The current study examined whether the image of facial expressions would convey the experiential state of approach (e.g., eagerness) or avoidance (e.g., vigilance), that might be compatible with the recipient’s motivational orientation system, namely regulatory focus. Also, this study helps us understand whether this congruence would affect persuasion. Specific to the charitable ad context, this study manipulated visual images using four different facial expressions: happiness, contentment, anger, and sadness, and investigated whether these facial expressions would interact with individuals’ chronic regulatory foci based on the intended motivational direction. The results indicated that regulatory fit produced by positive facial expressions resulted in greater advertising effectiveness such that promotion-focused recipients exhibited higher donation allocations when they were exposed to the happy facial expression inducing the approach motivation rather than the contentment facial expression evoking the avoidance motivation, whereas the opposite was true for prevention-focused recipients. Similar patterns were found in visual quality perceptions only for those with prevention focus. Even though differences between negative facial expressions were not statistically significant across all dependent variables, directions came up to our regulatory fit predictions (e.g., anger for promotion-focused participants while sadness for prevention-focused participants). These results confirmed that the motivational direction rather than the valence is more effective in producing regulatory fit effects on persuasion. Therefore, persuasive effects of facial expressions should be investigated in terms of motivational directions that extend beyond the valence-only model of emotion.