The effectiveness of regulatory (in)congruency: the moderating role of the message's rationality versus emotionality
- Author
- Erlinde Cornelis (UGent) , Leen Adams (UGent) and Veroline Cauberghe (UGent)
- Organization
- 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.
Downloads
-
(...).pdf
- full text
- |
- UGent only
- |
- |
- 363.49 KB
Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-1045375
- MLA
- Cornelis, Erlinde, et al. “The Effectiveness of Regulatory (in)Congruency: The Moderating Role of the Message’s Rationality versus Emotionality.” ICORIA, 9th, Proceedings, European Advertising Academy, 2010.
- APA
- Cornelis, E., Adams, L., & Cauberghe, V. (2010). The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versus emotionality. ICORIA, 9th, Proceedings. Presented at the 9th ICORIA, Madrid, Spain.
- Chicago author-date
- Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. 2010. “The Effectiveness of Regulatory (in)Congruency: The Moderating Role of the Message’s Rationality versus Emotionality.” In ICORIA, 9th, Proceedings. European Advertising Academy.
- Chicago author-date (all authors)
- Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. 2010. “The Effectiveness of Regulatory (in)Congruency: The Moderating Role of the Message’s Rationality versus Emotionality.” In ICORIA, 9th, Proceedings. European Advertising Academy.
- 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: ICORIA, 9th, Proceedings. European Advertising Academy; 2010.
- IEEE
- [1]E. Cornelis, L. Adams, and V. Cauberghe, “The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versus emotionality,” in ICORIA, 9th, Proceedings, Madrid, Spain, 2010.
@inproceedings{1045375, 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.}}, author = {{Cornelis, Erlinde and Adams, Leen and Cauberghe, Veroline}}, booktitle = {{ICORIA, 9th, Proceedings}}, language = {{eng}}, location = {{Madrid, Spain}}, pages = {{18}}, publisher = {{European Advertising Academy}}, title = {{The effectiveness of regulatory (in)congruency: the moderating role of the message's rationality versus emotionality}}, year = {{2010}}, }