Publication
Title
Hope and self-regulatory goals applied to a marketing context : promotion prevention stimulates goal-directed behavior
Author
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.
Language
English
Source (journal)
Journal of business research. - New York
Publication
New York : 2008
ISSN
0148-2963
Volume/pages
61:10(2008), p. 1030-1040
ISI
000259517300002
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 22.04.2011
Last edited 08.08.2017