The Impact of Regulatory Focus on the Effect of Two-Sided Advertising

Arnd Florack, University of Basel, Switzerland
Simon Ineichen, University of Basel, Switzerland
Rahel Bieri, University of Basel, Switzerland
The authors examined the impact of regulatory focus on the persuasive effects of two-sidedly communicated advertisements. Since individuals in a promotion focus are less sensitive to negative information and more likely to rely on their affective responses toward an advertisement than individuals in a prevention focus, the authors predicted more positive effects of two-sided ads compared to one-sided ads for promotion-focused recipients than for prevention-focused recipients. In an experiment, a promotion or prevention focus was induced. Then, participants considered one-sided or two-sided ads. Supporting the predictions, the two-sided ads led to a more positive evaluation of the presented products for promotion-focused participants, but not for prevention-focused participants.
[ to cite ]:
Arnd Florack, Simon Ineichen, and Rahel Bieri (2008) ,"The Impact of Regulatory Focus on the Effect of Two-Sided Advertising", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 947-948.