Regulatory Congruence Effects in Two-Sided Advertising

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.


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, Pages: .


Erlinde Cornelis, Ghent University, Belgium
Veroline Cauberghe, Ghent University, Belgium
Patrick De Pelsmacker, University of Antwerp, Belgium


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption

Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo

Read More


The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More


Is CSR for Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on CSR Perceptions

Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

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.