Ghent University Academic Bibliography

Advanced

The effectiveness of regulatory (in)congruency: the moderating role of the message's rationality versus emotionality

Erlinde Cornelis UGent, Leen Adams UGent and Veroline Cauberghe UGent (2011) Advances in advertising research : breaking new ground in theory and practice. In European advertising academy 2.
abstract
The impact of four different messages on 284 consumers’ attitude toward the ad (Aad), attitude toward the brand (Ab) and purchase intention (PI) was investigated by a 2 (message frame) x 2 (message type) x 2 (self-regulatory focus) between-subjects design. Results showed that, when a message is emotional, prevention-focused individuals indicate a higher Aad, Ab, and PI when the message is made incongruent (as opposed to congruent) to their self-regulatory focus. When a rational message is shown, promotion-focused individuals indicate a higher Aad, Ab, and PI when the message is made congruent (as opposed to incongruent) to their self-regulatory focus.
Please use this url to cite or link to this publication:
author
organization
year
type
bookChapter
publication status
in press
subject
keyword
rational message, persuasion, regulatory (in)congruency, emotional message
book title
Advances in advertising research : breaking new ground in theory and practice
editor
Shintaro Okazaki
series title
European advertising academy
volume
2
publisher
Gabler
place of publication
Germany
ISBN
9783834931344
language
English
UGent publication?
yes
classification
B2
copyright statement
I have transferred the copyright for this publication to the publisher
id
1045370
handle
http://hdl.handle.net/1854/LU-1045370
date created
2010-09-23 17:48:08
date last changed
2011-06-08 09:27:56
@incollection{1045370,
  abstract     = {The impact of four different messages on 284 consumers{\textquoteright} attitude toward the ad (Aad), attitude toward the brand (Ab) and purchase intention (PI) was investigated by a 2 (message frame) x 2 (message type) x 2 (self-regulatory focus) between-subjects design. Results showed that, when a message is emotional, prevention-focused individuals indicate a higher Aad, Ab, and PI when the message is made incongruent (as opposed to congruent) to their self-regulatory focus. When a rational message is shown, promotion-focused individuals indicate a higher Aad, Ab, and PI when the message is made congruent (as opposed to incongruent) to their self-regulatory focus.},
  author       = {Cornelis, Erlinde and Adams, Leen and Cauberghe, Veroline},
  booktitle    = {Advances in advertising research : breaking new ground in theory and practice},
  editor       = {Okazaki, Shintaro },
  isbn         = {9783834931344},
  keyword      = {rational message,persuasion,regulatory (in)congruency,emotional message},
  language     = {eng},
  publisher    = {Gabler},
  series       = {European advertising academy},
  title        = {The effectiveness of regulatory (in)congruency: the moderating role of the message's rationality versus emotionality},
  volume       = {2},
  year         = {2011},
}

Chicago
Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. 2011. “The Effectiveness of Regulatory (in)congruency: The Moderating Role of the Message’s Rationality Versus Emotionality.” In Advances in Advertising Research : Breaking New Ground in Theory and Practice, ed. Shintaro Okazaki. Vol. 2. Germany: Gabler.
APA
Cornelis, Erlinde, Adams, L., & Cauberghe, V. (2011). The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versus emotionality. In S. Okazaki (Ed.), Advances in advertising research : breaking new ground in theory and practice (Vol. 2). Germany: Gabler.
Vancouver
1.
Cornelis E, Adams L, Cauberghe V. The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versus emotionality. In: Okazaki S, editor. Advances in advertising research : breaking new ground in theory and practice. Germany: Gabler; 2011.
MLA
Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. “The Effectiveness of Regulatory (in)congruency: The Moderating Role of the Message’s Rationality Versus Emotionality.” Advances in Advertising Research : Breaking New Ground in Theory and Practice. Ed. Shintaro Okazaki. Vol. 2. Germany: Gabler, 2011. Print.