Application of regulatory focus theory to search advertising

Abstract

Purpose The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined. Design/methodology/approach Advertisements were created using Google AdWords. Data were collected for the number of views and clicks each ad received. Effect of regulatory fit was measured using logistic regression. Findings Logistic regression analyses demonstrated that there was a strong main effect for keyword, such that users were almost six times as likely to click on a promotion advertisement as a prevention advertisement, as well as a main effect for compatibility, such that users were twice as likely to click on an advertisement with content that was consistent with their keyword. Finally, there was a strong interaction of these two variables, such that the effect of consistent advertisements was stronger for promotion searches than for prevention searches. Research limitations/implications The effect of ad compatibility had medium to large effect sizes, suggesting that individuals’ state may have more influence on advertising response than do individuals’ traits (e.g. personality traits). Measurement of regulatory fit was limited by the constraints of Google AdWords. Practical implications The results of this study provide a possible framework for ad creation for Internet advertisers. Originality/value This paper is the first study to demonstrate the utility of regulatory focus theory in online advertising.

Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions

“…The results show that regulatory fit plays a significant role for prevention-focused consumers and leads to higher purchase intention. However, contrary to earlier findings (Higgins, 2005;Mourali & Pons, 2009;Mowle et al, 2014), in the case of the promotion-focused consumers, regulatory nonfit plays a significant role.…”

“…Kim and Sung's (2013) research in the context of advertising, using Gucci as a sophisticated and Old Navy as a sincere brand, demonstrates that the promotion-framed message is more persuasive when advertising a sophisticated brand, whereas the prevention-framed message is more persuasive when advertising a sincerity brand. Similarly, Mowle et al (2014) reveal that when the frame of a message is compatible with an individual's regulatory focus, there is a larger tendency to click on an online advertisement. Thus, prior research suggests that compatibility of regulatory focus and goal orientation (regulatory fit) drives decision-making.…”

Psychometric Properties of the German Version of the Health Regulatory Focus Scale

“…The concept of regulatory focus therefore makes it possible to examine individuals regarding processes of goal setting and attainment, which has proven to be useful in various domains. For example, in marketing and consumer psychology it allows for the adaptation of advertisements to the particular focus of the recipient (Mowle et al, 2014 ). Conversely, advertisements can be generated specifically to suggest a certain regulatory focus to recipients and influence decision processes by such means (Micu and Chowdhury, 2010 ).…”

Beyond outcomes: How regulatory focus motivates consumer goal pursuit processes

“…By using consumers’ past online behavior to identify their dominant regulatory focus, companies could deliver customized messaging that dynamically creates conditions of regulatory fit based on each consumer's unique preferences. Such an approach has been tested on a small scale using online search advertising (Mowle, Georgia, Doss, & Updegraff, ). Although the study's results revealed a main effect of promotion focus, participants were twice as likely to click on a Google search advertisement when its message fit their keyword‐defined regulatory focus.…”