• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Self-regulatory focus and advertising effectiveness

    Author(s)
    Shao, W
    Grace, D
    Ross, M
    Griffith University Author(s)
    Grace, Debra A.
    Ross, Mitchell J.
    Shao, Wei D.
    Year published
    2015
    Metadata
    Show full item record
    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 ...
    View more >
    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.
    View less >
    Journal Title
    Marketing Intelligence & Planning
    Volume
    33
    Issue
    4
    DOI
    https://doi.org/10.1108/MIP-05-2014-0093
    Subject
    Marketing
    Other human society not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/128588
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander