Regulatory fit effects of gender and marketing message content

McKay-Nesbitt, Jane; Bhatnagar, Namita; Smith, Malcolm

doi:10.1016/j.jbusres.2012.02.004

Cited by 39 publications

(29 citation statements)

References 28 publications

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“…McKay-Nesbitt et al (2013) stated and confirmed the hypothesis that males tend to be more promotion than prevention focused when compared to females. This means that females are generally more motivated to realise safety goals, while males are more concentrated on satisfaction of growth needs and are more prone to be risk takers (Bryant and Dunford 2008).…”

Section: Regulatory Focus In Economic Decisionssupporting

confidence: 68%

“…Taking into account gender differences in self-control and regulatory foci, as reported in the literature (Higgins and Tewksbury 2006;McKay-Nesbitt et al 2013), both our studies analysed experimental manipulation separately for boys and girls. First, our research confirmed earlier observed findings that girls have stronger self-control that can be manifested into financial behaviour more concerned with saving (delayed gratification) than with immediate consumption.…”

Section: Discussionmentioning

confidence: 99%

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The role of self-control and regulatory foci in money-saving behaviours among children

2018

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The studies aimed to discover if it is possible to increase children's ability to defer consumption in favour of saving money by drawing attention to the importance of self-control and by inducing regulatory focus of promotion or prevention. The first study confirmed that economic behaviours of children are connected to their level of self-control. Next, in two experimental studies, self-control and regulatory focus were experimentally induced in 9-to 11-year-old children. The second study (n = 158) showed that self-control activation results in preference of saving over immediate consumption for boys but not for girls. The third study (n = 144) showed that promotion regulatory focus activation results in preference of saving over immediate consumption, while after the activation of prevention regulatory focus, children prefer immediate consumption. The results indicate that sole activation in children's thinking about the importance of self-control or about specific self-regulation motivations may influence saving behaviours. Nevertheless, due to the fact that males and females differ in self-control levels and in motivation for goal pursuit, inducing self-control or specific regulatory focus in children may have different effects on economic decisions, depending on a child's gender.

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Section: Regulatory Focus In Economic Decisionssupporting

confidence: 68%

Section: Discussionmentioning

confidence: 99%

The role of self-control and regulatory foci in money-saving behaviours among children

2018

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“…As can be seen in Figure , a gender fit effect was revealed such that men found the eager delivery style to be more effective ( M = 0.13, SD = 0.57) than the vigilant delivery style ( M = −0.26, SD = 0.78), whereas women found the vigilant delivery style more effective ( M = 0.17, SD = 0.75) than the eager delivery style ( M = −0.09, SD = 0.73). This interaction is consistent with recent suggestions (Kim, ; McKay‐Nesbitt et al., ) that men and women respond differently to messages that fit a prevention focus (i.e., a vigilant delivery) compared to a promotion focus (i.e., an eager delivery). No other main effects or interactions were significant.…”

Section: Resultssupporting

confidence: 91%

“…Promotion‐focused men and prevention‐focused women showed more gender‐based in‐group favoritism than prevention‐focused men and promotion‐focused women. Another recent study in the marketing literature (McKay‐Nesbitt et al., ) reported that men were generally more promotion focused and women were more prevention focused as assessed by the General Regulatory Focus Measure (see Lockwood, Jordan, & Kunda, ) . Even more pertinent to the present study, men reported greater intentions to engage in physical activity than women following a promotion‐focused message.…”

Section: The Present Studymentioning

confidence: 99%

Fit for persuasion: the effects of nonverbal delivery style, message framing, and gender on message effectiveness

Jacks

Lancaster

2014

J Applied Social Pyschol

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This study examined two experimental variables, delivery style and message framing, that have yet to be examined together in the regulatory fit literature. College students (mean age = 30) watched a video message encouraging regular exercise delivered in an eager or vigilant nonverbal style and framed in terms of gain or loss. Results revealed significant fit effects involving gender, delivery style, and message framing. The eager message was perceived as more effective by men whereas the vigilant message was perceived as more effective by women. A message framing by delivery style fit effect also emerged for perceived message effectiveness. The implications and limitations of these findings are discussed.

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“…Put simply, adults in developed nations such as the USA, the UK and Australia eat poorly and do not exercise enough. For example, despite national campaigns urging moderate physical activity for 150 minutes per week, recent research reveals nearly 25 per cent of adults do not engage in any leisure time physical activities, for example walking, running or gardening (McKay-Nesbitt et al, 2012). In Australia, the national guidelines for physical activity recommends adults undertake 30 minutes of moderate to vigorous exercise daily (VicHealth, 2010).…”

Section: Social Marketing Planning and Implementationmentioning

confidence: 99%

Using two-step cluster analysis to identify homogeneous physical activity groups

Rundle‐Thiele

Kubacki

Tkaczynski

et al. 2015

Marketing Intelligence &Amp; Planning

113

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to: first, illustrate how market segmentation using two-step cluster analysis can be used to identify segments in the context of physical activity; second, identified segments are used to offer practical implications for social marketers working in the area of physical activity. Design/methodology/approach -A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents' health perceptions, health knowledge, attitudes, intentions to start a new physical activity, demographics, place of residence and self-reported physical activity. Two-step cluster analysis using the log-likelihood measure was used to reveal natural groupings in the data set. Findings -This research has identified four distinctive segments in the context of physical activity, namely: Young Disinteresteds, Successful Enthusiasts, Vulnerables and Happy Retirees.Research limitations/implications -The study was conducted in March and some sports were not in season at the time of the study, therefore future research should extend the current sample to take seasonality and geography into account and to ensure the clusters are fully representative of the Australian population. Originality/value -This paper contributes to the literature by outlining a two-step cluster analytic approach to segmentation that can be used by social marketers to identify valuable segments when developing social marketing programmes.

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Regulatory fit effects of gender and marketing message content

Cited by 39 publications

References 28 publications

The role of self-control and regulatory foci in money-saving behaviours among children

The role of self-control and regulatory foci in money-saving behaviours among children

Fit for persuasion: the effects of nonverbal delivery style, message framing, and gender on message effectiveness

Using two-step cluster analysis to identify homogeneous physical activity groups

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