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The effectiveness of regulatory (in)congruent ads: the moderating role of an ad’s rational versus emotional tone

Erlinde Cornelis UGent, Leen Adams and Veroline Cauberghe UGent (2012) INTERNATIONAL JOURNAL OF ADVERTISING. 31(2). p.397-420
abstract
In a 2 (ad tone: emotional versus rational) x 2 (ad's regulatory focus: prevention versus promotion) x 2 (viewer's self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested. The results show that, in the case of a rational ad, regulatory congruence (versus incongruence) effects were found (though only for prevention focused people), whereas in the case of an emotional ad, regulatory incongruence (versus congruence) effects were found (though only for promotion focused people).
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
INFORMATION, PERSUASION, FOCUS, DECISION-MAKING, CAMPAIGNS, PLEASURES, ACCESSIBILITY, MOTIVATION, FIT, INVOLVEMENT
journal title
INTERNATIONAL JOURNAL OF ADVERTISING
Int. J. Advert.
volume
31
issue
2
pages
397 - 420
Web of Science type
Article
Web of Science id
000304131600009
JCR category
COMMUNICATION
JCR impact factor
2.311 (2012)
JCR rank
3/72 (2012)
JCR quartile
1 (2012)
ISSN
0265-0487
DOI
10.2501/IJA-31-2-397-420
language
English
UGent publication?
yes
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
1046071
handle
http://hdl.handle.net/1854/LU-1046071
date created
2010-09-27 10:18:13
date last changed
2015-06-17 09:13:49
@article{1046071,
  abstract     = {In a 2 (ad tone: emotional versus rational) x 2 (ad's regulatory focus: prevention versus promotion) x 2 (viewer's self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested. The results show that, in the case of a rational ad, regulatory congruence (versus incongruence) effects were found (though only for prevention focused people), whereas in the case of an emotional ad, regulatory incongruence (versus congruence) effects were found (though only for promotion focused people).},
  author       = {Cornelis, Erlinde and Adams, Leen and Cauberghe, Veroline},
  issn         = {0265-0487},
  journal      = {INTERNATIONAL JOURNAL OF ADVERTISING},
  keyword      = {INFORMATION,PERSUASION,FOCUS,DECISION-MAKING,CAMPAIGNS,PLEASURES,ACCESSIBILITY,MOTIVATION,FIT,INVOLVEMENT},
  language     = {eng},
  number       = {2},
  pages        = {397--420},
  title        = {The effectiveness of regulatory (in)congruent ads: the moderating role of an ad{\textquoteright}s rational versus emotional tone},
  url          = {http://dx.doi.org/10.2501/IJA-31-2-397-420},
  volume       = {31},
  year         = {2012},
}

Chicago
Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. 2012. “The Effectiveness of Regulatory (in)congruent Ads: The Moderating Role of an Ad’s Rational Versus Emotional Tone.” International Journal of Advertising 31 (2): 397–420.
APA
Cornelis, Erlinde, Adams, L., & Cauberghe, V. (2012). The effectiveness of regulatory (in)congruent ads: the moderating role of an ad’s rational versus emotional tone. INTERNATIONAL JOURNAL OF ADVERTISING, 31(2), 397–420.
Vancouver
1.
Cornelis E, Adams L, Cauberghe V. The effectiveness of regulatory (in)congruent ads: the moderating role of an ad’s rational versus emotional tone. INTERNATIONAL JOURNAL OF ADVERTISING. 2012;31(2):397–420.
MLA
Cornelis, Erlinde, Leen Adams, and Veroline Cauberghe. “The Effectiveness of Regulatory (in)congruent Ads: The Moderating Role of an Ad’s Rational Versus Emotional Tone.” INTERNATIONAL JOURNAL OF ADVERTISING 31.2 (2012): 397–420. Print.