Examining regulatory focus in the information processing of imagery and analytical advertisements

Rajat Roy, Ian Phau

Research output: Contribution to journalArticleResearchpeer-review

11 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)371-381
Number of pages11
JournalJournal of Advertising
Volume43
Issue number4
DOIs
Publication statusPublished - 15 Oct 2014
Externally publishedYes

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information processing
purchase
promotion
Processing
advertising effectiveness
mediation
Marketing
evaluation
Imagery
Regulatory focus
Information processing

Cite this

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Examining regulatory focus in the information processing of imagery and analytical advertisements. / Roy, Rajat; Phau, Ian.

In: Journal of Advertising, Vol. 43, No. 4, 15.10.2014, p. 371-381.

Research output: Contribution to journalArticleResearchpeer-review

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