Publication
Title
The impact of regulatory focus on adolescents evaluation of targeted advertising on social networking sites
Author
Abstract
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.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2019
ISSN
0265-0487
1759-3948 [online]
DOI
10.1080/02650487.2017.1419416
Volume/pages
38 :2 (2019) , p. 316-335
ISI
000467826800008
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Project info
AdLit : Advertising Literacy in a New Media Environment : Investigating Minor's Persuasion Knowledge in Relation to New Advertising Formats.
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identifier
Creation 25.01.2018
Last edited 04.03.2024
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