Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements

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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...

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Bibliographic Details
Main Authors:	Roy, Rajat, Phau, Ian
Format:	Journal Article
Published:	Taylor & Francis 2014
Online Access:	http://hdl.handle.net/20.500.11937/14103

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