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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 (2010) ICORIA, 9th, Proceedings.
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
conference
publication status
in press
subject
in
ICORIA, 9th, Proceedings
pages
18 pages
publisher
European Advertising Academy
conference name
9th ICORIA
conference location
Madrid, Spain
conference start
2010-06-25
conference end
2010-06-26
language
English
UGent publication?
yes
classification
C1
copyright statement
I have transferred the copyright for this publication to the publisher
id
1045375
handle
http://hdl.handle.net/1854/LU-1045375
date created
2010-09-23 17:58:09
date last changed
2011-01-18 16:47:47
@inproceedings{1045375,
  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    = {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},
}

Chicago
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.
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, 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. ICORIA, 9th, Proceedings. European Advertising Academy; 2010.
MLA
Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. “The Effectiveness of Regulatory (in)congruency: The Moderating Role of the Message’s Rationality Versus Emotionality.” ICORIA, 9th, Proceedings. European Advertising Academy, 2010. Print.