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Title
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Regulatory congruence effects in two-sided advertising The mediating role of processing fluency and processing depth
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Author
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Abstract
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| Purpose - The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses the underlying mechanisms of the congruence effect. Design/methodology/approach - The study encompasses two experiments: a two-level between-subjects design, manipulating the message's frame (prevention vs promotion), while measuring respondents' chronic self-regulatory focus (prevention vs promotion), and a 2 x 2 between-subjects design, manipulating processing depth (central vs peripheral) and message frame (prevention-vs promotion-oriented), while measuring individuals' chronic self-regulatory focus (prevention vs promotion). Findings - Study 1 shows that in two-sided messages, the effect of regulatory congruence on attitudes toward the message depends on individuals' self-regulatory focus: a congruence effect was only found in promotion-focused individuals. This congruence effect was driven by processing fluency. The second study builds on the first one by exploring the absence of a congruence effect found in prevention-focused individuals. Its results show that in prevention-focused individuals, processing depth influences regulatory congruence effects in two-sided messages. Under peripheral processing, prevention-focused individuals have more positive attitudes toward the issue when two-sided messages are congruent with their self-regulatory focus. Under central processing, on the other hand, a regulatory incongruence effect on attitudes occurs. Originality/value - This study complements prior research by examining the validity of the regulatory congruence principle in the context of two-sided messages. Moreover, it addresses the underlying mechanisms driving regulatory (in) congruence effects. As such, our study contributes both to the existing research on two-sided messages and that on regulatory focus. |
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Language
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English
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Source (journal)
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European journal of marketing. - London
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Publication
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London
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2014
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ISSN
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0309-0566
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DOI
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10.1108/EJM-02-2012-0094
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Volume/pages
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48
:7-8
(2014)
, p. 1451-1465
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ISI
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000343343500014
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Full text (Publisher's DOI)
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