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

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.


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.


Arnd Florack, University of Basel, Switzerland
Simon Ineichen, University of Basel, Switzerland
Rahel Bieri, University of Basel, Switzerland


NA - Advances in Consumer Research Volume 35 | 2008

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