Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness

Merdin, Ezgi; Seraj, Mina

doi:10.1007/978-3-658-02365-2_25

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Consideration 1: Regulatory Focus Possesses a Distinct Place1

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2017

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“…Any fit situation in this marketing communication relationship was observed to generate high persuasion compared to non-fit situations. After this seminal study, the manipulation of advertisements, brochures or any type of marketing communication for the same product have been welcome and used commonly through altering the message, slogan or even the images employed (for different brand claims (see Florack and Scarabis, 2006; for manipulated ads see Zhao and Pechmann, 2007;and Merdin and Seraj, 2013).…”

Section: Consideration 1: Regulatory Focus Possesses a Distinct Placementioning

confidence: 99%

Considerations and Confusions about the Regulatory Focus Theory and a Future Agenda for Researchers in Marketing

Merdin-Uygur¹

2017

BU Journal

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The regulatory focus theory is the mark of a paradigm shift away from a unidimensional hedonism towards a multiplicity of regulatory foci. It possesses great explanatory power; however a lot remains unresolved despite a promising body of empirical work. This paper highlights various considerations concerning the conceptual and comparative qualities of the regulatory focus theory. The discussion moves into the intersection of regulatory focus and consumer behavior literature, briefly summarizing the findings and followed by a number of propositions to be tested for future research.

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Section: Consideration 1: Regulatory Focus Possesses a Distinct Placementioning

confidence: 99%

Considerations and Confusions about the Regulatory Focus Theory and a Future Agenda for Researchers in Marketing

Merdin-Uygur¹

2017

BU Journal

View full text Add to dashboard Cite

show abstract

Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness

Cited by 1 publication

References 28 publications

Considerations and Confusions about the Regulatory Focus Theory and a Future Agenda for Researchers in Marketing

Considerations and Confusions about the Regulatory Focus Theory and a Future Agenda for Researchers in Marketing

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