How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit

Florack, Arnd; Scarabis, Martin

doi:10.1002/mar.20127

Cited by 97 publications

(75 citation statements)

References 26 publications

(47 reference statements)

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“…Results are in line with research in marketing contexts (e.g., Cesario, Grant, & Higgins, 2004;Florack & Scarabis, 2006) and health promotion contexts (e.g., Spiegel, Grant-Pillow, & Higgins, 2004). The current studies indicate that also for tax contexts, regulatory fit is an important factor to consider when designing information campaigns.…”

Section: Discussionsupporting

confidence: 87%

Framing of information on the use of public finances, regulatory fit of recipients and tax compliance

Holler

Hoelzl

Kirchler

et al. 2008

Journal of Economic Psychology

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Information campaigns to increase tax compliance could be framed in different ways. They can either highlight the potential gains when tax compliance is high, or the potential losses when compliance is low. According to regulatory focus theory, such framing should be most effective when it is congruent with the promotion or prevention focus of its recipients. Two studies confirmed the hypothesized interaction effects between recipients' regulatory focus and framing of information campaigns, with tax compliance being highest under conditions of regulatory fit. To address taxpayers effectively, information campaigns by tax authorities should consider the positive and negative framing of information, and the moderating effect of recipients' regulatory focus. KeywordsRegulatory focus; Regulatory fit; Goal-framing; Tax compliance Tax payments represent a social dilemma with colliding individual and collective interests. The financial basis for effective political and economic activities of the government is solid as long as the state succeeds in motivating citizens to cooperate rather than to defect. If a majority of citizens engages in tax avoidance and evasion, provision of public goods and services is at risk (e.g., van Lange, Liebrand, Messick, & Wilke, 1992). Despite temptations to cheat, people in many countries keep up relatively high tax morale and seem to accept their duty to pay taxes (Braithwaite, 2003;James & Alley, 2002;. Nevertheless, "taxes" have a negative connotation, are associated with an expensive and inefficient management style of politicians and often linked not only to the loss of money but also -especially in the case of self-employment -to restrictions of personal freedom in deciding how to spend and invest one's "own" money (Kirchler, 1998). Information campaigns on taxes and spending policy of the government as well as the provision of public goods can improve both citizens' understanding and acceptance of taxes and their compliance. Tax compliance is likely to increase if the tax system is perceived as being transparent, fair, and trustworthy, and when tax knowledge increases (e.g., . This article examines the differential effectiveness of information campaigns. It is assumed Promoting tax compliance by information campaignsNeoclassical economics postulates that taxpayers consider audit probability and fines in case of tax evasion and comply with the law only if audits are likely and fines are high (Allingham & Sandmo, 1972). The effect of audits and fines has, however, often been disputed (e.g., Andreoni, Erard, & Feinstein, 1998) and without doubt there are other than purely rational-economic variables determining tax behaviour. Moreover, under some circumstances, audits and fines may have the opposite effects than expected (e.g., Eichenberger & Frey, 2002;. If the deterring effect of audits and fines is low, strategies which aim to promote tax compliance should be applied (Pommerehne & WeckHannemann, 1992). Cooperation with tax authorities could be promoted by various media. I...

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Section: Discussionsupporting

confidence: 87%

Framing of information on the use of public finances, regulatory fit of recipients and tax compliance

Holler

Hoelzl

Kirchler

et al. 2008

Journal of Economic Psychology

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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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“…The mechanism of regulatory fit has been used in the processing of advertising messaging in terms of gain/loss, analytical/imagery, and cognitive/affective message attributes (Roy and Phau 2014;Cornelis et al 2012;Florack and Scarabis 2006;Park and Morton 2015;Zhao and Pechmann 2007). While regulatory fit theory has been also applied within environmental marketing (Bullard and Manchanda 2013;Kareklas et al 2012), its usage to test environmental advertising has been limited (e.g., Ku et al 2013;Roy and Phau 2014).…”

Section: Regulatory Focusmentioning

confidence: 99%

Appealing to Goodwill or YOLO-Promoting Conservation Volunteering to Millennials

Nisbett

Strzelecka

2016

Voluntas

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Volunteer travel opportunities are more plentiful than ever and are now offered worldwide, with conservation projects being an increasingly popular choice. Some of the emerging questions in this field are concerned with the effective communication of these opportunities to young people. One theory that could guide the creation of these persuasive campaigns for conservation volunteering is regulatory focus theory. By adopting this theory, we reveal yet another possibility for understanding motivations of conservation volunteers. Results of the experiment suggest promotion messages are better received (more persuasive) because they induce expectations in line with general view of conservation volunteering as a hedonic experience. Moreover, this study is the first one of its kind to show this important effect of environmental attitudes on individuals' responses to promotional messages about conservation volunteering travel.Résumé Les occasions de voyage bénévole sont plus nombreuses que jamais et désormais offertes partout dans le monde, les projets de conservation en constituant un choix de plus en plus populaire. Dans ce domaine, des questions émergentes portent sur la communication efficace de ces occasions aux jeunes. Une des théories qui pourraient orienter la création de ces campagnes de persuasion pour le bénévolat dans le domaine de la conservation est la théorie à focalisation réglementaire. En l'adoptant, nous pouvons mieux comprendre les motivations des bénévoles oeuvrant dans le domaine de la conservation. Les résultats de l'expérimentation suggèrent & Marianna Strzelecka marianna.strzelecka@lnu.se

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How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit

Cited by 97 publications

References 26 publications

Framing of information on the use of public finances, regulatory fit of recipients and tax compliance

Framing of information on the use of public finances, regulatory fit of recipients and tax compliance

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

Appealing to Goodwill or YOLO-Promoting Conservation Volunteering to Millennials

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