Self-regulatory focus and advertising effectiveness

Wei Shao · Debra Grace · Mitchell Ross

26 citations0/0 files storedMarketing Intelligence & Planning

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Behavioral Health and Interventions Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Purpose – The purpose of this paper is to examine the dynamics of self-regulatory focus (SRF) in the context of advertising effectiveness pertaining to rational vs emotional appeals. Past research has dichotomized self-regulatory (SR) foci (i.e. prevention or promotion) on the basis of an individual’s so-called “chronic” orientation, i.e. high or low prevention focus; high or low promotion focus. However, psychological theorists purport that SRF is orthogonal and, thus, various combinations of both foci are evident in any given population. Design/methodology/approach – A two (rational appeal vs emotional appeal)×two (utilitarian product vs hedonic product) experimental design was used. Data was collected via an online survey instrument which included the stimulus advertisements (experimental manipulations) and the relevant independent (SRF) and dependent measures (advertising effectiveness). Findings – The findings of this study support application of regulatory focus theory (RFT) as an appropriate framework to study consumer behaviour and as a mechanism by which to segment consumers. However, past advertising research has predominantly examined consumer’s “chronic” foci (i.e. prevention and promotion). This study found that consumers can adopt various combinations of information processing styles and goal orientations and cannot be boxed into dichotomous categories based on either a prevention of promotion focus. As such, the findings reveal very different conclusions in contrast to previous advertising and marketing research in the SRF area. Originality/value – This study is the first to approach SRF from a quadratic perspective (i.e. involving all SRF combinations). In calling to question the validity of previous findings, this study paves the way for numerous future research opportunities.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 26 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1986Self-Reports in Organizational Research: Problems and Prospects 1982Self-efficacy mechanism in human agency.1994Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment: The BIS/BAS Scales.1987Self-discrepancy: A theory relating self and affect.1997Beyond pleasure and pain.

Cited by

2022Making Ads Stick: Role of Metaphors in Improving Advertising Memory 2017The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions 2020Harbingers of foul play: A field study of gain/loss frames and regulatory fit in the NFL 2025Why Do Consumers Abandon the E-Carts?2020Revisiting the influence of regulatory focus on eagerness and vigilance in signal detection

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.