Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements
The results of two experimental studies show that matching a promotion (prevention) focus with imagery (analytical) information in an advertisement results in higher advertising effectiveness, together with increased intention to purchase. Mediation analyses show that the impact of a regulatory focu...
| Main Authors: | , |
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| Format: | Journal Article |
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Taylor & Francis
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/14103 |