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Impact on consumer responses to health-related advertising

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Impact on consumer responses to health-related advertising

Health-related advertising

Mooie studie naar de effecten van

  • regulatory focus
  • temporal orientation
  • ‘fit’

op de afhankelijke variabelen ‘overtuigingskracht’ en gedragsintentie

Abstract

This research examines the effects of message framing of health advertisements and individual differences in temporal orientation on consumer risk perceptions, attitude, and behavioral intentions. Results from two between-subjects experiments indicate that consumers’ temporal orientation moderates ad-framing effects related to goal pursuit strategies (GPS). In Study 1, a GPS manipulation in the ad message has a significant influence on consumers’ attitude toward the ad; this effect is moderated by temporal orientation, however. Also, results suggest that consumer risk perceptions mediate the interaction effect. Study 2 demonstrates that a “fit” between a GPS manipulation in the ad and consumers’ chronic regulatory focus increases the effectiveness of the advertisement, but the regulatory fit effect is moderated by temporal orientation. Implications are offered for theory, as well as for creators of public service advertising campaigns.

Het record van dit arikel: health-related advertising

Referentie:

Kees, J., Burton, S. en Heintz Tangari, A. (2010). Impact of regulatory focus, temporal orientation, and fit on consumer responses to health-related advertising. Journal of Advertising, 39(1), pp. 19-34.

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Rob le PairDocent - onderzoeker Radboud Universiteit Nijmegen; favoriete thema's op deze site: Persuasive communication, Eindhoven-Philipsdorp, WordPress-design, gebruik van sociale media, running experiences, gardening.View all posts by Rob le Pair →

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