Title
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The impact of regulatory focus on adolescents evaluation of targeted advertising on social networking sites
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Author
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Abstract
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This article examines whether individual differences in chronic regulatory focus (prevention vs. promotion focus) among adolescents influences the way they evaluate targeted advertising on social networking sites. Study 1 (survey) reveals that adolescents with a promotion focus (who are oriented toward achieving positive outcomes) have a more positive attitude and a higher purchase intention toward targeted advertising, as compared to prevention-focused adolescents (who are dispositioned toward avoiding negative outcomes). Study 2 (experiment) investigates how adolescents chronic regulatory focus can alter their attitude and purchase intention on a mock social networking site that includes a targeted advertisement. Results show that a low personalized targeted ad is better evaluated (in terms of a more positive attitude and higher purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed. |
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Language
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English
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Source (journal)
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International journal of advertising. - London
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Publication
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London
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2019
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ISSN
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0265-0487
1759-3948
[online]
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DOI
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10.1080/02650487.2017.1419416
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Volume/pages
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38
:2
(2019)
, p. 316-335
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ISI
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000467826800008
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Full text (Publisher's DOI)
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Full text (open access)
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Full text (publisher's version - intranet only)
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