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Title: The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versus emotionality
Authors: Cornelis, Erlinde
Adams, Leen
Cauberghe, Veroline
Issue Date: 2010
Conference: The International Conference on Research in Advertising (ICORIA) edition:9 location:Madrid (Spain) date:25-26 June 2010
Abstract: The impact of four different messages on 284 consumers’ attitude toward the ad (Aad), attitude toward the brand (Ab) and purchase intention (PI) was investigated by a 2 (message frame) x 2 (message type) x 2 (self-regulatory focus) between-subjects design. Results showed that, when a message is emotional, prevention-focused individuals indicate a higher Aad, Ab, and PI when the message is made incongruent (as opposed to congruent) to their self-regulatory focus. When a rational message is shown, promotion-focused individuals indicate a higher Aad, Ab, and PI when the message is made congruent (as opposed to incongruent) to their self-regulatory focus.
URI: 
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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