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 |
| Published: |
Taylor & Francis
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/14103 |
| _version_ | 1848748531547897856 |
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| author | Roy, Rajat Phau, Ian |
| author_facet | Roy, Rajat Phau, Ian |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 focus—information matching in evaluation and purchase intention—is partially mediated by the fluency of processing. Matching is also found to increase message persuasiveness, and this effect is fully mediated by processing fluency. Furthermore, in response to imagery (analytical) information types, promotion (prevention)-focused subjects are found to engage imagery (analytical) processing styles to support their regulatory orientation. |
| first_indexed | 2025-11-14T07:06:31Z |
| format | Journal Article |
| id | curtin-20.500.11937-14103 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:06:31Z |
| publishDate | 2014 |
| publisher | Taylor & Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-141032020-07-24T08:03:15Z Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements Roy, Rajat Phau, Ian 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 focus—information matching in evaluation and purchase intention—is partially mediated by the fluency of processing. Matching is also found to increase message persuasiveness, and this effect is fully mediated by processing fluency. Furthermore, in response to imagery (analytical) information types, promotion (prevention)-focused subjects are found to engage imagery (analytical) processing styles to support their regulatory orientation. 2014 Journal Article http://hdl.handle.net/20.500.11937/14103 10.1080/00913367.2014.888323 Taylor & Francis fulltext |
| spellingShingle | Roy, Rajat Phau, Ian Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements |
| title | Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements |
| title_full | Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements |
| title_fullStr | Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements |
| title_full_unstemmed | Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements |
| title_short | Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements |
| title_sort | examining regulatory focus in the information processing of imagery and analytical advertisements |
| url | http://hdl.handle.net/20.500.11937/14103 |