Title
Hope and self-regulatory goals applied to a marketing context : promotion prevention stimulates goal-directed behavior Hope and self-regulatory goals applied to a marketing context : promotion prevention stimulates goal-directed behavior
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
New York ,
Subject
Mass communications
Source (journal)
Journal of business research. - New York
Volume/pages
61(2008) :10 , p. 1030-1040
ISSN
0148-2963
ISI
000259517300002
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Abstract
This article proposes the existence of two types of hope which differ in terms of self-regulatory goals: prevention hope and promotion hope. Consistent with the functional emotion approach and regulatory focus theory, we show that prevention hope generates more goal-directed behavior compared to promotion hope. Next, we replicate these findings in an advertising context. Results from three experiments show that prevention hope ads lead to more goal-directed consumer behaviors like (1) greater memory for product information, (2) greater willingness to test the advertised product, and (3) more intentions to focus on product information and undertake product-related action than promotion hope ads.
E-info
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