The Effect of Message's Regulatory Focus and Product Type on Persuasion

Micu, Camelia C.; Chowdhury, Tilottama G.

doi:10.2753/mtp1069-6679180206

Cited by 51 publications

(43 citation statements)

References 26 publications

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“…For example, past research indicates that a prevention mindset is not compatible with hedonic preference (Chernev, 2004;Micu & Chowdhury, 2010). Our results show that such incompatibility is reduced when a prevention mindset is accompanied by high categorization flexibility.…”

Section: Theoretical Contributionscontrasting

confidence: 45%

Food categorization flexibility increases the preference for indulgent foods

Khare

Chowdhury

2015

J Consum Psychol

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Categorization flexibility, the extent of cross-categorization of objects into multiple categories, has been studied in prior research as an outcome variable. We study categorization flexibility as an independent variable and in the food domain show its influence on preference for hedonic or indulgent food items. Hedonic food items are attractive due to their tastiness but also unattractive due to their caloricity and thus consumers feel inhibited to choose them. We argue that food categorization flexibility exerts a disinhibitive influence which facilitates preference for hedonic food items. We show such a prohedonic effect (using real as well as hypothetical food items) by measuring as well as manipulating categorization flexibility and also that this effect occurs mainly for those with higher (vs. lower) inhibition for hedonic consumption: due to a prevention (vs. promotion) or due to a hyperopic (vs. myopic) psychological state. Our results suggest that while marketers of hedonic foods may improve sales by promoting more food-situation associations, consumers' health will be better served if consumers develop fewer, beneficial food-situation associations.

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Section: Theoretical Contributionscontrasting

confidence: 45%

Food categorization flexibility increases the preference for indulgent foods

Khare

Chowdhury

2015

J Consum Psychol

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“…Thus, this study also expects hedonic product packaging to create purchase intentions toward food products. Consumers seek positive emotion by consuming hedonic products (Lee et al, 2010) and experience the purchasing motive benefits of excitement or attractive product appearance (Micu & Chowdhury, 2010). Chandon et al (2000) indicated that promotion effectiveness might depend on the match between benefit appeals and product value or purchase occasion.…”

Section: Research Hypothesesmentioning

confidence: 99%

Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention

Wang

2015

Journal of Food Products Marketing

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Since consumers primarily make in-store purchase decisions, firms use product packaging to attract potential consumers. Ever-increasing market competition in many food product industries has further fueled this phenomenon in firms. However, the question of how retail food packaging affects consumer processes has received very little attention. This study investigates the benefits of food packaging on consumer responses to hedonic products by comparing different benefits (i.e., utilitarian and hedonic) of food packaging to understand which one has more impact on consumers' perceived quality and purchase intention. The results show that both utilitarian and hedonic benefits of retail food packaging are critical predictors of consumer evaluations but play different important roles in determining customers' reactions. Utilitarian benefits of food packaging impact perceived quality more than hedonic benefits do. Compared to utilitarian benefits, hedonic benefits of retail food packaging have more impact on consumer purchase intention.

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“…Respondents were then invited to participate in a second unrelated study about evaluation of advertising messages for the brand Delicia Chocolate. The prevention and promotion messages were adapted from the study of Micu (2010). Participants in the promotion condition read about promotion-focused benefits related to enjoyment, while prevention-focused benefits were associated to avoiding unhappiness.…”

Section: Methodsmentioning

confidence: 99%

Visual Art and Regulatory Fit Messages on Consumer Evaluations

Mantovani

Tazima

2016

Rev. adm. empres.

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Arte visual e foco regulatório na avaliação dos consumidores Arte visual y mensaje de ajuste regulatorio en evaluaciones de consumidores ABSTRACTIn this study, we demonstrate that the art infusion effect, in which the presence of visual art causes a positive impact on consumers' perceptions of products and advertising messages, might have a moderation effect on regulatory fit and non-fit messages. We investigate the impact of visual art on advertisement evaluations in regulatory (non-) fit conditions. Regulatory focus theory suggests that consumers rely on their motivational focus (prevention vs. promotion) for their evaluations and decisions. Usually, consumers prefer products that fit with their personal motivational focus. In the present study, the results of three experiments indicate that using visual art with a promotion or prevention fit message is recommended, while non-art images increase message persuasiveness when non-fit messages are presented. Therefore, not all information compatible with the consumer's motivational focus are best evaluated. When non-art images are presented, non-fit messages might be more persuasive.KEYWORDS | Visual art, regulatory fit, persuasiveness, advertising messages, willingness to buy. RESUMO RAE-Revista de Administração de Empresas | FGV/EAESP

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The Effect of Message's Regulatory Focus and Product Type on Persuasion

Cited by 51 publications

References 26 publications

Food categorization flexibility increases the preference for indulgent foods

Food categorization flexibility increases the preference for indulgent foods

Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention

Visual Art and Regulatory Fit Messages on Consumer Evaluations

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