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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)
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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.

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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. In ICORIA, 9th, Proceedings. Madrid, Spain: European Advertising Academy.
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}},
}