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The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites

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Abstract
This article examines whether individual differences in chronic regulatory focus (prevention vs. promotion focus) among adolescents influences the way they evaluate targeted advertising on social networking sites. Study 1 (survey) reveals that adolescents with a promotion focus (who are oriented toward achieving positive outcomes) have a more positive attitude and a higher purchase intention toward targeted advertising, as compared to prevention-focused adolescents (who are dispositioned toward avoiding negative outcomes). Study 2 (experiment) investigates how adolescents' chronic regulatory focus can alter their attitude and purchase intention on a mock social networking site that includes a targeted advertisement. Results show that a low personalized targeted ad is better evaluated (in terms of a more positive attitude and higher purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed.
Keywords
PRIVACY CONCERNS, PREFERENCE, ADVERTISEMENTS, DETERMINANTS, ORIENTATION, PERSPECTIVE, PREVENTION, PLEASURES, PROMOTION, ATTITUDES, Regulatory focus theory, adolescents, targeted advertising, social, networking sites, advertising responses

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MLA
Zarouali, Brahim, et al. “The Impact of Regulatory Focus on Adolescents’ Evaluation of Targeted Advertising on Social Networking Sites.” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 38, no. 2, Routledge, 2019, pp. 316–35.
APA
Zarouali, B., Poels, K., Walrave, M., & Ponnet, K. (2019). The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites. INTERNATIONAL JOURNAL OF ADVERTISING, 38(2), 316–335.
Chicago author-date
Zarouali, Brahim, Karolien Poels, Michel Walrave, and Koen Ponnet. 2019. “The Impact of Regulatory Focus on Adolescents’ Evaluation of Targeted Advertising on Social Networking Sites.” INTERNATIONAL JOURNAL OF ADVERTISING 38 (2): 316–35.
Chicago author-date (all authors)
Zarouali, Brahim, Karolien Poels, Michel Walrave, and Koen Ponnet. 2019. “The Impact of Regulatory Focus on Adolescents’ Evaluation of Targeted Advertising on Social Networking Sites.” INTERNATIONAL JOURNAL OF ADVERTISING 38 (2): 316–335.
Vancouver
1.
Zarouali B, Poels K, Walrave M, Ponnet K. The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites. INTERNATIONAL JOURNAL OF ADVERTISING. 2019;38(2):316–35.
IEEE
[1]
B. Zarouali, K. Poels, M. Walrave, and K. Ponnet, “The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 38, no. 2, pp. 316–335, 2019.
@article{8546012,
  abstract     = {This article examines whether individual differences in chronic regulatory focus (prevention vs. promotion focus) among adolescents influences the way they evaluate targeted advertising on social networking sites. Study 1 (survey) reveals that adolescents with a promotion focus (who are oriented toward achieving positive outcomes) have a more positive attitude and a higher purchase intention toward targeted advertising, as compared to prevention-focused adolescents (who are dispositioned toward avoiding negative outcomes). Study 2 (experiment) investigates how adolescents' chronic regulatory focus can alter their attitude and purchase intention on a mock social networking site that includes a targeted advertisement. Results show that a low personalized targeted ad is better evaluated (in terms of a more positive attitude and higher purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed.},
  author       = {Zarouali, Brahim and Poels, Karolien and Walrave, Michel and Ponnet, Koen},
  issn         = {0265-0487},
  journal      = {INTERNATIONAL JOURNAL OF ADVERTISING},
  keywords     = {PRIVACY CONCERNS,PREFERENCE,ADVERTISEMENTS,DETERMINANTS,ORIENTATION,PERSPECTIVE,PREVENTION,PLEASURES,PROMOTION,ATTITUDES,Regulatory focus theory,adolescents,targeted advertising,social,networking sites,advertising responses},
  language     = {eng},
  number       = {2},
  pages        = {316--335},
  publisher    = {Routledge},
  title        = {The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites},
  url          = {http://dx.doi.org/10.1080/02650487.2017.1419416},
  volume       = {38},
  year         = {2019},
}

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