随着数字技术的进步，虚拟视觉元素的应用愈发广泛。本文通过3个线上实验和一个田野实验，系统探索了虚拟视觉元素对消费者的创造力及新产品采纳意愿的影响及其心理作用机制。实验一发现，相比于观看真实视觉元素，观看虚拟视觉元素后，消费者在有关创造力的任务中的表现显著提高。实验二采用调节检验中介的方法探究了该效应的心理机制，即当启动一种突破传统的思维模式后，真实视觉元素也能够提升消费者的创造力；而在控制组，只有虚拟视觉元素能提升消费者的创造力。实验三进一步将虚拟视觉元素提升消费者的创造力的主效应拓展至消费者决策领域，发现虚拟视觉元素能显著提高消费者采纳新产品的意愿，同时还直接测量并检验了突破传统思维模式的中介效应。实验四通过田野实验发现在观看虚拟（vs.真实）视觉元素后，更多消费者选择了创新（vs.传统）产品。本文的研究发现扩展了视觉设计和创造力等研究领域的相关文献，并对企业进行新产品推广等提供了有价值的启示。

The development of digital technology has made virtual visual elements prevalent. This study aims to investigate the impact of virtual visual elements on consumers' creativity and their propensity to adopt new products and elucidate the underlying psychological mechanisms through three online experiments and a field experiment. Experiment 1 demonstrated a significant improvement in consumers' performance on a creativity task after exposure to virtual visual elements compared to real ones. Experiment 2 utilized a moderation-based approach to explore the psychological mechanism of this effect. It was found that real visual elements could also enhance consumers' creativity when a nontraditional mindset was activated. However, in the control group, only virtual visual elements positively impacted creativity. Experiment 3 extended the main effect of virtual visual elements on enhancing creativity to consumer decision-making. The results showed that virtual visual elements could significantly enhance consumers' willingness to adopt new products, and the mediating effect of a nontraditional mindset was directly measured and tested. Experiment 4 demonstrated the effect of virtual visual elements on new product adoption in a field setting and the results suggested that viewing virtual(vs. real)visual elements increased real choice of the new product. The present re- search provides important insights into visual design, creativity, and valuable marketing implications for enterprises promoting new products.