Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements
MetadataShow full item record
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.
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>
Showing items related by title, author, creator and subject.
Application of advanced techniques for the remote detection, modelling and spatial analysis of mesquite (prosopis spp.) invasion in Western AustraliaRobinson, Todd Peter (2008)Invasive plants pose serious threats to economic, social and environmental interests throughout the world. Developing strategies for their management requires a range of information that is often impractical to collect ...
Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibilityRoy, Rajat (2009)Promotion focused people are more motivated to use imagery heuristics in comparison to prevention focused people. In the context of a product choice, promotion (prevention) focused people had higher evaluation and purchase ...
Berwick, Lyndon (2009)The analytical capacity of MSSV pyrolysis has been used to extend the structural characterisation of aquatic natural organic matter (NOM). NOM can contribute to various potable water issues and is present in high ...