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首页> 外文期刊>Journal of Business Research >Hope and self-regulatory goals applied to an advertising context Promoting prevention stimulates goal-directed behavior
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Hope and self-regulatory goals applied to an advertising context Promoting prevention stimulates goal-directed behavior

机译：希望和自我调节目标应用于广告环境促进预防可激发目标导向的行为

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摘要

This article proposes the existence of two types of hope which differ in terms of self-regulatory goals: prevention hope and promotion hope. Consistent with the functional emotion approach and regulatory focus theory, we show that prevention hope generates more goal-directed behavior compared to promotion hope. Next, we replicate these findings in an advertising context. Results from three experiments show that prevention hope ads lead to more goal-directed consumer behaviors like (1) greater memory for product information, (2) greater willingness to test the advertised product, and (3) more intentions to focus on product information and undertake product-related action than promotion hope ads.
机译：本文提出了在自我调节目标方面存在差异的两种希望类型：预防希望和促进希望。与功能性情感方法和监管重点理论相一致，我们表明，与晋升希望相比，预防希望产生了更多的目标导向行为。接下来，我们在广告语境中复制这些发现。来自三个实验的结果表明，预防希望广告会导致更多针对目标的消费者行为，例如（1）更大的产品信息记忆力；（2）更大的测试广告产品意愿；以及（3）更多的专注于产品信息的意图和进行与产品相关的行动，而不是促销希望广告。

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