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

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Organization
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).
Keywords
INFORMATION, PERSUASION, FOCUS, DECISION-MAKING, CAMPAIGNS, PLEASURES, ACCESSIBILITY, MOTIVATION, FIT, INVOLVEMENT

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Citation

Please use this url to cite or link to this publication:

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.
@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},
}

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