Regulatory Congruence Effects in Two-Sided Advertising

Erlinde Cornelis, Ghent University, Belgium
Veroline Cauberghe, Ghent University, Belgium
Patrick De Pelsmacker, University of Antwerp, Belgium
Two experiments test regulatory congruence in two-sided messages. Study 1 shows a congruence effect in two-sided messages only for promotion focused individuals, which was mediated by processing fluency. The second experiment clarifies the absence of a congruence effect found for prevention focused individuals, by demonstrating the role of processing depth.
[ to cite ]:
Erlinde Cornelis, Veroline Cauberghe, and Patrick De Pelsmacker (2013) ,"Regulatory Congruence Effects in Two-Sided Advertising", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.