...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European journal of marketing >Regulatory congruence effects in two-sided advertising: The mediating role of processing fluency and processing depth
【24h】

Regulatory congruence effects in two-sided advertising: The mediating role of processing fluency and processing depth

机译：双面广告中的法规一致性效果：加工流畅性和加工深度的中介作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses the underlying mechanisms of the congruence effect. Design/methodology/approach - The study encompasses two experiments: a two-level between-subjects design, manipulating the message's frame (prevention vs promotion), while measuring respondents' chronic self-regulatory focus (prevention vs promotion), and a 2 × 2 between-subjects design, manipulating processing depth (central vs peripheral) and message frame (prevention- vs promotion-oriented), while measuring individuals' chronic self-regulatory focus (prevention vs promotion). Findings - Study 1 shows that in two-sided messages, the effect of regulatory congruence on attitudes toward the message depends on individuals' self-regulatory focus: a congruence effect was only found in promotion-focused individuals. This congruence effect was driven by processing fluency. The second study builds on the first one by exploring the absence of a congruence effect found in prevention-focused individuals. Its results show that in prevention-focused individuals, processing depth influences regulatory congruence effects in two-sided messages. Under peripheral processing, prevention-focused individuals have more positive attitudes toward the issue when two-sided messages are congruent with their self-regulatory focus. Under central processing, on the other hand, a regulatory incongruence effect on attitudes occurs. Originality/value - This study complements prior research by examining the validity of the regulatory congruence principle in the context of two-sided messages. Moreover, it addresses the underlying mechanisms driving regulatory (in)congruence effects. As such, our study contributes both to the existing research on two-sided messages and that on regulatory focus.
机译：目的-本研究的目的是通过研究双面广告信息中的监管一致性原则，为先前的研究做出贡献。此外，它还解决了一致性效应的潜在机制。设计/方法/方法-这项研究包含两个实验：对象之间的两级设计，操纵消息的框架（预防与促进），同时测量受访者的长期自我调节重点（预防与促进），以及2× 2受试者之间的设计，操纵处理深度（中心vs外围）和消息框（预防-促进），同时测量个人的长期自我调节重点（预防与促进）。研究结果-研究1显示，在双向信息中，监管一致性对信息态度的影响取决于个人的自我调节重点：一致性效应仅在关注晋升的个体中发现。这种一致性效果是由处理流畅性驱动的。第二项研究建立在第一项研究的基础上，探讨了在以预防为主的个体中没有发现全等效应。结果表明，在以预防为主的个人中，处理深度会影响双方信息中的监管一致性效果。在外围处理下，当双向信息与他们的自律重点相吻合时，以预防为重点的人会对这个问题有更积极的态度。另一方面，在中央处理下，对态度的调节不一致的作用发生了。独创性/价值-本研究通过在双边信息的背景下检验监管一致性原则的有效性，对先前的研究进行了补充。此外，它还解决了驱动监管（一致性）影响的潜在机制。因此，我们的研究有助于现有的关于双面信息和监管重点的研究。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号