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Regulatory congruence effects in two-sided advertising: the mediating role of processing fluency and processing depth

(2014) EUROPEAN JOURNAL OF MARKETING. 48(7-8). p.1451-1465
Author
Organization
Abstract
Purpose - The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses the underlying mechanisms of the congruence effect. Design/methodology/approach - The study encompasses two experiments: a two-level between-subjects design, manipulating the message's frame (prevention vs promotion), while measuring respondents' chronic self-regulatory focus (prevention vs promotion), and a 2 x 2 between-subjects design, manipulating processing depth (central vs peripheral) and message frame (prevention-vs promotion-oriented), while measuring individuals' chronic self-regulatory focus (prevention vs promotion). Findings - Study 1 shows that in two-sided messages, the effect of regulatory congruence on attitudes toward the message depends on individuals' self-regulatory focus: a congruence effect was only found in promotion-focused individuals. This congruence effect was driven by processing fluency. The second study builds on the first one by exploring the absence of a congruence effect found in prevention-focused individuals. Its results show that in prevention-focused individuals, processing depth influences regulatory congruence effects in two-sided messages. Under peripheral processing, prevention-focused individuals have more positive attitudes toward the issue when two-sided messages are congruent with their self-regulatory focus. Under central processing, on the other hand, a regulatory incongruence effect on attitudes occurs. Originality/value - This study complements prior research by examining the validity of the regulatory congruence principle in the context of two-sided messages. Moreover, it addresses the underlying mechanisms driving regulatory (in) congruence effects. As such, our study contributes both to the existing research on two-sided messages and that on regulatory focus.
Keywords
FOCUS, PERSUASION, FIT, INFORMATION, ACCESSIBILITY, MOTIVATION, CAMPAIGNS, PLEASURES, JUDGMENTS, IMPACT, Fair Trade, Regulatory focus, Advertising Effectiveness, Two-sided Messages

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Citation

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

MLA
Cornelis, Erlinde, et al. “Regulatory Congruence Effects in Two-Sided Advertising: The Mediating Role of Processing Fluency and Processing Depth.” EUROPEAN JOURNAL OF MARKETING, vol. 48, no. 7–8, 2014, pp. 1451–65, doi:10.1108/EJM-02-2012-0094.
APA
Cornelis, E., Cauberghe, V., & De Pelsmacker, P. (2014). Regulatory congruence effects in two-sided advertising: the mediating role of processing fluency and processing depth. EUROPEAN JOURNAL OF MARKETING, 48(7–8), 1451–1465. https://doi.org/10.1108/EJM-02-2012-0094
Chicago author-date
Cornelis, Erlinde, Veroline Cauberghe, and Patrick De Pelsmacker. 2014. “Regulatory Congruence Effects in Two-Sided Advertising: The Mediating Role of Processing Fluency and Processing Depth.” EUROPEAN JOURNAL OF MARKETING 48 (7–8): 1451–65. https://doi.org/10.1108/EJM-02-2012-0094.
Chicago author-date (all authors)
Cornelis, Erlinde, Veroline Cauberghe, and Patrick De Pelsmacker. 2014. “Regulatory Congruence Effects in Two-Sided Advertising: The Mediating Role of Processing Fluency and Processing Depth.” EUROPEAN JOURNAL OF MARKETING 48 (7–8): 1451–1465. doi:10.1108/EJM-02-2012-0094.
Vancouver
1.
Cornelis E, Cauberghe V, De Pelsmacker P. Regulatory congruence effects in two-sided advertising: the mediating role of processing fluency and processing depth. EUROPEAN JOURNAL OF MARKETING. 2014;48(7–8):1451–65.
IEEE
[1]
E. Cornelis, V. Cauberghe, and P. De Pelsmacker, “Regulatory congruence effects in two-sided advertising: the mediating role of processing fluency and processing depth,” EUROPEAN JOURNAL OF MARKETING, vol. 48, no. 7–8, pp. 1451–1465, 2014.
@article{4147869,
  abstract     = {{Purpose - The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses the underlying mechanisms of the congruence effect.
 
Design/methodology/approach - The study encompasses two experiments: a two-level between-subjects design, manipulating the message's frame (prevention vs promotion), while measuring respondents' chronic self-regulatory focus (prevention vs promotion), and a 2 x 2 between-subjects design, manipulating processing depth (central vs peripheral) and message frame (prevention-vs promotion-oriented), while measuring individuals' chronic self-regulatory focus (prevention vs promotion).
 
Findings - Study 1 shows that in two-sided messages, the effect of regulatory congruence on attitudes toward the message depends on individuals' self-regulatory focus: a congruence effect was only found in promotion-focused individuals. This congruence effect was driven by processing fluency. The second study builds on the first one by exploring the absence of a congruence effect found in prevention-focused individuals. Its results show that in prevention-focused individuals, processing depth influences regulatory congruence effects in two-sided messages. Under peripheral processing, prevention-focused individuals have more positive attitudes toward the issue when two-sided messages are congruent with their self-regulatory focus. Under central processing, on the other hand, a regulatory incongruence effect on attitudes occurs.
 
Originality/value - This study complements prior research by examining the validity of the regulatory congruence principle in the context of two-sided messages. Moreover, it addresses the underlying mechanisms driving regulatory (in) congruence effects. As such, our study contributes both to the existing research on two-sided messages and that on regulatory focus.}},
  author       = {{Cornelis, Erlinde and Cauberghe, Veroline and De Pelsmacker, Patrick}},
  issn         = {{0309-0566}},
  journal      = {{EUROPEAN JOURNAL OF MARKETING}},
  keywords     = {{FOCUS,PERSUASION,FIT,INFORMATION,ACCESSIBILITY,MOTIVATION,CAMPAIGNS,PLEASURES,JUDGMENTS,IMPACT,Fair Trade,Regulatory focus,Advertising Effectiveness,Two-sided Messages}},
  language     = {{eng}},
  number       = {{7-8}},
  pages        = {{1451--1465}},
  title        = {{Regulatory congruence effects in two-sided advertising: the mediating role of processing fluency and processing depth}},
  url          = {{http://doi.org/10.1108/EJM-02-2012-0094}},
  volume       = {{48}},
  year         = {{2014}},
}

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