Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements

Roy, Rajat; Phau, Ian

doi:10.1080/00913367.2014.888323

202762_135094_J_-_JA_2014_-_Roy_-_examining_regulatory_focus.pdf (815.4Kb)

202761_104963_J_-_JA_2014_-_Roy_-_eSpace_examining_regulatory_focus.pdf (259.8Kb)

Access Status

Open access

Authors

Roy, Rajat

Phau, Ian

Date

2014

Type

Journal Article

Metadata

Show full item record

Citation

Roy, R. and Phau, I. 2014. Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements. Journal of Advertising. 43 (4): pp. 371-381.

Source Title

Journal of Advertising

DOI

10.1080/00913367.2014.888323

ISSN

0091-3367

School

School of Marketing

Remarks

This is an Author's Accepted Manuscript of an article published in the Journal of Advertising (2014), copyright Taylor & Francis, available online at: <a href="http://www.tandfonline.com/10.1080/00913367.2014.888323">http://www.tandfonline.com/10.1080/00913367.2014.888323</a>

URI

http://hdl.handle.net/20.500.11937/14103

Collection

Curtin Research Publications

Abstract

The results of two experimental studies show that matching a promotion (prevention) focus with imagery (analytical) information in an advertisement results in higher advertising effectiveness, together with increased intention to purchase. Mediation analyses show that the impact of a regulatory focus—information matching in evaluation and purchase intention—is partially mediated by the fluency of processing. Matching is also found to increase message persuasiveness, and this effect is fully mediated by processing fluency. Furthermore, in response to imagery (analytical) information types, promotion (prevention)-focused subjects are found to engage imagery (analytical) processing styles to support their regulatory orientation.