Bibliographic record
Abstract
Purpose Natural environments and imagery are known to have a myriad of effects on people’s physical and psychological states. However, little is known about how exposure to nature-related imagery can influence consumers’ motivational states. This research investigates the effect of exposure to nature on consumers’ regulatory focus. More specifically, this paper proposes that consumers exposed to nature will exhibit stronger promotion-oriented focus and weaker prevention-oriented focus, and as such, these consumers will prefer promotion-framed marketing messages over prevention-framed ones. This paper aims to explore a mediating mechanism and a boundary condition for this effect. Design/methodology/approach A series of six experiments, including an Implicit Association Test, examined the effect of exposure to images of natural objects and scenes (in contrast with non-nature imagery) on consumers’ regulatory focus and whether they experienced regulatory fit when encountering promotion-framed (vs prevention-framed) advertising messages. Findings The results revealed that consumers exhibited lower prevention-focused and higher promotion-focused motivational orientation after exposure to nature. Furthermore, exposure to nature led consumers to experience more regulatory fit with promotion-oriented marketing messages than prevention-oriented ones. This study found that natural environments offer urban consumers a reprieve from their day-to-day life, which mediates the effect of exposure to nature on regulatory focus. This study investigated the boundary condition of engaging in maintenance of nature (e.g. mow the grass) in which the effects of nature on regulatory focus were attenuated. Research limitations/implications This study used text and pictures related to nature as a way to expose the online participants to nature. Future research may use field studies with participants in real natural settings, with expectation of stronger effects. Second, this study examined mostly urban American participants. There may be cultural differences or living situations (e.g. living “off the grid” and in the “wild”) that influence people’s relationship with nature. Future research may examine how these differences can affect the influence of exposure to nature on motivational orientation. Practical implications The findings have direct implications for marketing managers and other related stakeholders. Exposing urban consumers to nature – even images of nature – they become more receptive to promotion-framed advertisements and marketing communications (vs prevention-framed messaging). Originality/value Little is currently known about how exposure to nature can influence psychological processes such as motivational orientation. This research contributes to the understanding of consumers’ responses to nature-related imagery in advertising and the effect that nature imagery has on consumers’ motivational orientation. This research also contributes to the body of work on regulatory focus by identifying a novel context in which consumers’ motivational orientation can be influenced.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.005 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".