Regulatory Orientation, Message Framing and Influences of Fit on Customer Behaviors
Description:
Existing literature on consumer behavior has argued that an individual’s regulatory orientation interacts with message framing. If there is a match between regulatory orientation (promotion versus prevention) and message framing, this results in positive attitudes toward a given advertisement. Conversely, if there is a mismatch, the effect is opposite, i.e., attitudes toward that advertisement are less positive and less favorable. This research extends the term of compatibility by examining ho…
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Date:
August 2012
Creator:
Tran, Trang Phuc
Partner:
UNT Libraries