The Effect of Message's Regulatory Focus and Product Type on Persuasion

The primary objective of this research is to examine the role of message's regulatory focus (promotion versus prevention) in advertisements for different product types (hedonic versus utilitarian). The findings revealed that, in general, promotion focus messages are more effective (generate mor...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 18; no. 2; pp. 181 - 190
Main Authors Micu, Camelia C., Chowdhury, Tilottama G.
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.04.2010
M.E. Sharpe, Inc
Taylor & Francis Ltd
Subjects
Advertising
Advertising campaigns
Advertising research
Advertising restrictions
Consumer research
Consumers
Consumption
Ice cream
Impact analysis
Marketing
Persuasion
Prevention
Regulation
Regulatory theory
Studies
Toothpaste
Vacuum cleaners
Vitamin C
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Summary:The primary objective of this research is to examine the role of message's regulatory focus (promotion versus prevention) in advertisements for different product types (hedonic versus utilitarian). The findings revealed that, in general, promotion focus messages are more effective (generate more positive feelings, have greater recall and persuasiveness) than prevention focus messages for hedonic products. On the other hand, prevention focus messages are more effective than promotion focus messages for utilitarian products. These findings and their managerial implications are discussed.
ISSN:1069-6679
1944-7175
DOI:10.2753/MTP1069-6679180206