The Role of Regulatory Focus and Message Framing on Persuasion of Anti-piracy Educational Campaigns

Drawing upon regulatory focus theory and message framing research, this study examines the impact of regulatory focus and message frame on the persuasive effectiveness of anti-piracy campaign messages. Results of our experiment show that the message presented in positive frame is more persuasive when the message is promotion focus, whereas the negative frame is more persuasive when the message is prevention concerns. We also found that when the fit between regulatory goal and message frame is congruent, participants demonstrate more negative attitude toward pirated product. Therefore, anti-piracy campaigns with a promotion focus should highlight achievement and advancement by approaching to desired end states (gains) while anti- piracy campaigns with a prevention focus should emphasize protection and safety by avoiding undesired end states (losses).