Does a Product Category Have a Motivational Orientation?: Effects on Health Message Efficacy

Adilson Borges, Reims Management School, France
Pierrick Gomez, Reims Management School, France
This paper suggests that the product category can trigger regulatory focus (i.e, product category motivational orientation), and that product category interacts with the message orientation to affect consumers’ thoughts and intentions. Through two studies this paper tests the persuasive effects of the fit between product category motivational orientation and the health outcome frame. The results show that promotion (prevention) categories increase the attitude toward the product and the purchase intention when the health message frame is gain (avoiding loss). The study 2 finds similar results and identifies that ad credibility fully mediated the fit effects on intentions.
[ to cite ]:
Adilson Borges and Pierrick Gomez (2011) ,"Does a Product Category Have a Motivational Orientation?: Effects on Health Message Efficacy", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 842-843.