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Title
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Hope and self-regulatory goals applied to a marketing context : promotion prevention stimulates goal-directed behavior
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Author
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Abstract
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| 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. |
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Language
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English
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Source (journal)
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Journal of business research. - New York
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Publication
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New York
:
2008
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ISSN
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0148-2963
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DOI
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10.1016/J.JBUSRES.2007.09.019
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Volume/pages
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61
:10
(2008)
, p. 1030-1040
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ISI
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000259517300002
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Full text (Publisher's DOI)
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