標題: Regulatory focus and attribute framing Evidence of compatibility effects in advertising
作者: Lin, Hui-Fei
Shen, Fuyuan
傳播與科技學系
Department of Communication and Technology
公開日期: 2012
摘要: This study examined the effects of regulatory focus and the framing of product attributes in advertisements. An experiment with a 2x2x2 between-subjects design was conducted to see if the compatibility among regulatory focus, frames and product attributes could affect ad and brand attitudes, and purchase intention. Participants' regulatory focus (promotion vs. prevention) was primed whereas frames (gain vs. loss) and product attributes (hedonic vs. utilitarian) were manipulated in advertisements. Results revealed a series of two-way interactions as well as a three-way interaction among regulatory focus, frames and product attributes, suggesting the importance of compatibility among these variables in creating effective advertising messages.
URI: http://hdl.handle.net/11536/15736
http://dx.doi.org/10.2501/IJA-31-1-169-188
ISSN: 0265-0487
DOI: 10.2501/IJA-31-1-169-188
期刊: INTERNATIONAL JOURNAL OF ADVERTISING
Volume: 31
Issue: 1
起始頁: 169
結束頁: 188
顯示於類別:期刊論文