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

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.


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.


Adilson Borges, Reims Management School, France
Pierrick Gomez, Reims Management School, France


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility

Justin Graeber, University of Texas at Austin, USA

Read More


Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

Read More


Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.