the effect of fit between regulatory focus and marketing message on consumer behavior

Understanding factors influencing consumer behavior has always been among the most important issues in marketing area. regulatory focus theory is one of the influential theories in consumer behavior. according to this theory, fit/misfit between an individual’s regulatory focus (promotion vs. prevention focus) and marketing message frame (approach vs. avoidance) can have a positive/negative effect on consumer’s attention to message and behavior. however, previous theoretical and empirical studies have not examined the interaction effect of regulatory focus and mixed message on consumer’s attention and behavior.methodology: in this paper, we use an experimental approach to examine the effect of regulatory focus (2 types: promotion vs. prevention) and message framing (3 types: “save x%”, “gain x%” and “save x%-gain x%”) in a sales promotion program on individual's purchase intention and the size of shopping basket. results:61 students participated in this study. the collected data was analyzed using a two-way analysis of variance. results show that people who see a message that is fit with their regulatory focus have stronger intention for purchase and add more items to their shopping basket compared to those in a misfit condition. furthermore, people who see a mix message have stronger intention for purchase and add more items to their shopping basket compared to those in a misfit condition. conclusion:since situational factors such as website design or online video contents can influence regulatory focus, managerial implications are discussed for the design of more effective ads and campaigns

The effect of fit between regulatory focus and marketing message on consumer behavior

Understanding factors influencing consumer behavior has always been among the most important issues in marketing area. Regulatory focus theory is one of the influential theories in consumer behavior. According to this theory, fit/misfit between an individual’s regulatory focus (promotion vs. prevention focus) and marketing message frame (approach vs. avoidance) can have a positive/negative effect on consumer’s attention to message and behavior. However, previous theoretical and empirical studies have not examined the interaction effect of regulatory focus and mixed message on consumer’s attention and behavior.Methodology: In this paper, we use an experimental approach to examine the effect of regulatory focus (2 types: promotion vs. prevention) and message framing (3 types: “Save X%”, “gain X%” and “Save X%-gain X%”) in a sales promotion program on individual's purchase intention and the size of shopping basket. Results:61 students participated in this study. The collected data was analyzed using a two-way Analysis of Variance. Results show that people who see a message that is fit with their regulatory focus have stronger intention for purchase and add more items to their shopping basket compared to those in a misfit condition. Furthermore, people who see a mix message have stronger intention for purchase and add more items to their shopping basket compared to those in a misfit condition. Conclusion:Since situational factors such as website design or online video contents can influence regulatory focus, managerial implications are discussed for the design of more effective ads and campaigns