Figure 2
The vertical bar charts show two side-by-side panels comparing outcomes by language type and consumption goal. The left panel presents a vertical bar chart with the vertical axis labeled “Visual fluency” ranging from 3.0 to 6.0 in increments of 1.0 unit and the horizontal axis listing two categories from left to right as “Figurative language” and “Literal language”. Each category contains two adjacent vertical bars representing “Hedonic consumption goal” and “Utilitarian consumption goal”, with numeric value labels above the bars. For “Figurative language”, the hedonic consumption goal shows a value of 4.94 and the utilitarian consumption goal shows a value of 4.96. For “Literal language”, the hedonic consumption goal shows a value of 4.26 and the utilitarian consumption goal shows a value of 4.74. The right panel presents a vertical bar chart with the vertical axis labeled “Credibility” ranging from 3.0 to 6.0 in increments of 1.0 unit and the horizontal axis listing the same two categories, “Figurative language” and “Literal language”. Each category again includes two adjacent vertical bars representing “Hedonic consumption goal” and “Utilitarian consumption goal”, with numeric value labels above the bars. For “Figurative language”, the hedonic consumption goal shows a value of 4.42 and the utilitarian consumption goal shows a value of 3.92. For “Literal language”, the hedonic consumption goal shows a value of 4.64 and the utilitarian consumption goal shows a value of 4.69. Each bar includes a small vertical error bar extending above and below the bar top. A legend identifies “Hedonic consumption goal” and “Utilitarian consumption goal”.Interaction of language embodiment ✕ consumer’s consumption goal on visual fluency and credibility