"Be All You Can Be": the Influence of Advertising Slogans on Regulatory Focus and Consumer Spending Behavior

In two studies we investigated the effects of advertising slogans on regulatory focus (Higgins 1997) and consumer spending behavior. Study 1 showed that exposure to advertising slogans containing clear promotion-related values, such as achievement and growth, induced a promotion orientation state, and subsequently influenced personal spending intentions. Study 2 extended these results by showing that exposure to promotion-based advertising slogans also influenced actual spending behavior. This effect was moderated by individuals’ private self-consciousness; the inclination to reflect on one’s inner state. The theoretical and practical implications will be discussed.


Marieke Fransen, Bob Fennis, and Ad Pruyn (2007) ,""Be All You Can Be": the Influence of Advertising Slogans on Regulatory Focus and Consumer Spending Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 206-207.


Marieke Fransen, University of Twente
Bob Fennis, University of Twente
Ad Pruyn, University of Twente


NA - Advances in Consumer Research Volume 34 | 2007

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