THE EFFECT OF MESSAGE'S REGULATORY FOCUS AND PRODUCT TYPE ON PERSUASION

被引：41
|
作者：
Micu, Camelia [1 ]
Chowdhury, Tilottama [2 ]
机构：
[1] Fairfield Univ, Dept Mkt, Mkt, Fairfield, CT 06430 USA
[2] Quinnipiac Univ, Dept Mkt & Advertising, Mkt, Hamden, CT USA
来源：
JOURNAL OF MARKETING THEORY AND PRACTICE | 2010年 / 18卷 / 02期
关键词：
D O I：
10.2753/MTP1069-6679180206
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：181 / 190
页数：10
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