Exploring the influence of regulatory fit on advertising effect - the moderating effect of consumer product knowledge

Lin, Yang-Chu; Lin, Ming-Jheng

doi:10.1080/09720510.2022.2083831

Cited by 3 publications

(4 citation statements)

References 17 publications

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“…According to Lin and Lin (2022), the promotion-focused mindset is associated with a desire for achievement and growth, while the prevention-focused mindset is linked to maintaining the status quo and ensuring safety and protection. Studies in advertising have found that promotion-focused individuals prefer positive-framed messages, while prevention-focused individuals prefer negative-framed messages (Hadi et al, 2024).…”

Section: Regulatory Message Framingmentioning

confidence: 99%

“…The motivational regulatory focus theory (Higgins, 2012) suggests that a promotion/prevention‐focused mindset among consumers could guide their judgment and decision‐making (Jia et al, 2022). According to Lin and Lin (2022), the promotion‐focused mindset is associated with a desire for achievement and growth, while the prevention‐focused mindset is linked to maintaining the status quo and ensuring safety and protection. Studies in advertising have found that promotion‐focused individuals prefer positive‐framed messages, while prevention‐focused individuals prefer negative‐framed messages (Hadi et al, 2024).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Studies in advertising have found that promotion‐focused individuals prefer positive‐framed messages, while prevention‐focused individuals prefer negative‐framed messages (Hadi et al, 2024). In essence, promotion‐focused advertisements emphasize positivity and aspirations, whereas prevention‐focused advertisements concentrate on averting negativity or failure, with promotion‐focused message framing underscoring potential positivity and prevention‐focused message framing highlighting potential negativity (Kim & Ball, 2021; Kim & Kim, 2022; Lin & Lin, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

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Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms

Jin

2024

Int J Consumer Studies

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Across two experimental studies, this research puts forward the concept of avatars' self‐representation and regulatory message framing to discover psychological involvement and masstige value in retail and tourism platforms, demonstrating how avatar self‐representation and message framing can potentially indicate Metaverse psychological involvement in the Metaverse. The proteus effect was applied to study avatar falsity. The promotion/prevention regulatory focus theory was employed to examine the effect of message framing in hypothetical retail and tourism platforms in Study 1 (n = 846). Further determinants of masstige value were captured using the masstige theory. In parallel with Study 1, Study 2 (n = 817) adopted real‐world examples of the Metaverse—Gucci Vault Plaza (Retail) and Baidu Xi Rang (Tourism) to equally examine the effect of users' psychological involvement on Metaverse involvement via masstige value. Respondents were allocated to either a self‐promotion or self‐verification avatar condition. The results demonstrated significant downstream effects of these specific self‐promotion and self‐verification categories, thereby contributing to an important conceptual subdimension in the measurement and understanding of online self‐perception within the context of avatars. When participants imagined using a self‐verification avatar in the prevention‐focused message condition, significant effects were observed. Further, a Metaverse platform is a critical factor that affects masstige. Exploring the masstige value at the Metaverse demonstrates the relationship between self‐enhancement and masstige desire for luxury that underscores Metaverse involvement. The research presented a critical insight into the carryover effects of self‐representation of avatars that can establish a new form of meta‐interaction. This research provides insights into technology in virtual retail and tourism Metaverse applications to provide users with more psychologically authentic solutions within the Metaverse.

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Section: Regulatory Message Framingmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms

Jin

2024

Int J Consumer Studies

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“…In the literature on advertising effect, Zhan et al [2] believe that advertising can tap more potential customers. Advertising allows consumers to familiarize themselves with specific goods and services in advance, which means that the information in advertisements has certain promotional benefits [17]. Yu et al [18] believe that advertising has a threshold effect, so if the advertising level is lower than a certain level, advertising has almost no impact on sales, which means that a high level of advertising is necessary.…”

Section: Literature Reviewmentioning

confidence: 99%

Optimal Decision Making for Customer-Intensive Services Based on Queuing System Considering the Heterogeneity of Customer Advertising Perception

Fu¹,

Dong

Zhan

et al. 2022

Systems

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In customer-intensive services, advertising can increase customers’ patience and bring more utility to customers. However, customers’ different perceptions of advertising can affect their utility and indirectly affect the decision making of the service provider. Thus, this paper uses the M/M/1 queueing model to study the optimal decision making of customer-intensive service providers in different markets according to the customers’ heterogeneity. We first classify customers into two categories: high sensitivity and low sensitivity, and then we analyze the consumption behavior of these two types of customers in the service system as the potential customer arrival rate increases. Finally, the optimal decisions of the service provider with different demands are determined. We find that the service provider can benefit from making optimal decisions based on market demand as the potential customer arrival rate increases. If the potential arrival rate exceeds a certain threshold, the service provider has more dominance in the market, and relevant decision making is no longer affected by the potential customer arrival rate. Furthermore, it is not always beneficial for the service provider to serve all customers regardless of whether there are low-sensitivity customers in the service system, and advertising can tap more highly sensitive customers and help to further increase the revenue of service providers. The results also show that ignoring the heterogeneity of customers’ sensitivity to advertising very likely leads to losses in revenue.

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Exploring the Value of Live-Streaming Shopping and Its Impact on Customer Engagement from the Perspective of the Price-Quality-Value Model

2024

Proceedings of the 2024 7th International Conference on Computers in Management and Business

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Exploring the influence of regulatory fit on advertising effect - the moderating effect of consumer product knowledge

Cited by 3 publications

References 17 publications

Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms

Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms

Optimal Decision Making for Customer-Intensive Services Based on Queuing System Considering the Heterogeneity of Customer Advertising Perception

Exploring the Value of Live-Streaming Shopping and Its Impact on Customer Engagement from the Perspective of the Price-Quality-Value Model

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