The Effect of Consumer Concern for the Environment, Self-Regulatory Focus and Message Framing on Green Advertising Effectiveness: An Eye Tracking Study

2021 ◽  
pp. 1-29
Author(s):  
Diego Gómez-Carmona ◽  
Francisco Muñoz-Leiva ◽  
Francisco Liébana-Cabanillas ◽  
Ana Nieto-Ruiz ◽  
Myriam Martínez-Fiestas ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Regulatory Focus ◽  
Message Framing ◽  
Advertising Effectiveness ◽  
Green Advertising

scholarly journals Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

2021 ◽  
Vol 16 (5) ◽  
pp. 1165-1185
Author(s):  
Yessica-Ileana Giraldo-Romero ◽  
Carmen Pérez-de-los-Cobos-Agüero ◽  
Francisco Muñoz-Leiva ◽  
Elena Higueras-Castillo ◽  
Francisco Liébana-Cabanillas
Keyword(s):  
Eye Tracking ◽  
Regulatory Focus ◽  
Probability Model ◽  
Message Framing ◽  
Regulatory Fit ◽  
Self Report ◽  
Cognitive Responses ◽  
Negative Bias ◽  
Search Engine Marketing ◽  
Regulatory Fit Theory

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

scholarly journals Green advertising and its impact on environmentally friendly consumption choices: A review

Industrija ◽  
2021 ◽  
Vol 49 (1) ◽  
pp. 93-110
Author(s):  
Jelena Krstić ◽  
Milica Kostić-Stanković ◽  
Jelena Cvijović
Keyword(s):  
Regulatory Focus ◽  
Corporate Responsibility ◽  
Relevant Literature ◽  
Environmentally Friendly ◽  
The Body ◽  
Advertising Effectiveness ◽  
Full Potential ◽  
Green Advertising ◽  
Body Of Knowledge ◽  
Consumption Choices

Research on various environmental topics, among which is the topic of green advertising, has been growing during last three decades, but it is yet to gain its full potential. Since the topic of green advertising has been gaining rising attention of scholars, the body of knowledge on this topic has been growing as well. Green advertising in general aims to promote products produced in an environmentally-friendly manner, or to promote advertiser's corporate responsibility toward an environment. The evaluation of green advertising effectiveness is necessary in order to stimulate cognitive and affective reactions of consumers to green advertisements, as well as their subsequent environmentally friendly behaviour. This article contains the review of the relevant literature on the topic of green advertising effectiveness. The findings of the literature review indicate that green advertising represents an effective communication means to influence consumers' attitudes and behaviour, even though its effectiveness is often mediated by certain factors, like: consumers' environmental consciousness, consumers' regulatory focus, consumers' scepticism, claim type.

The Role of Regulatory Focus and Self-View in “Green” Advertising Message Framing

2012 ◽  
Vol 41 (4) ◽  
pp. 25-39 ◽  
Author(s):  
Ioannis Kareklas ◽  
Jeffrey R. Carlson ◽  
Darrel D. Muehling
Keyword(s):  
Regulatory Focus ◽  
Message Framing ◽  
Green Advertising ◽  
Advertising Message

Investigating a Message Tailoring Strategy to Improve Efficacy of Activity Promotion Interventions: A Study Protocol (Preprint)

2016 ◽  
Author(s):  
Leila Sadat Rezai ◽  
Catherine Marie Burns
Keyword(s):  
Physical Activity ◽  
Regulatory Focus ◽  
Message Framing ◽  
Physical Activity Behaviour ◽  
Activity Level ◽  
Regulatory Focus Theory ◽  
Cross Sectional ◽  
Physically Active ◽  
Activity Promotion ◽  
Focus Theory

BACKGROUND There have been challenges in designing effective behaviour-change interventions, including those that promote physical activity. One of the key reasons is that many of those systems do not account for individuals’ characteristics and their psychological differences, which affect their approach toward adopting target behaviour. For decades, tailoring has been used as a common technique to effectively communicate health-related information to persuade people to follow a healthier living. However, its use in the design of persuasive technologies has not been adequately investigated. OBJECTIVE The objective of this research is to explore the effects of tailoring when it is grounded in Higgins’ regulatory focus theory. METHODS A combination of cross-sectional and longitudinal studies has been proposed to examine how individuals’ intention to become more physically active would be affected by receiving health messages that may or may not match their self-regulatory orientation. The research would also subjectively, as well as objectively, measures the changes in individuals’ physical activity level. RESULTS The anticipated completion date for the consequent studies is December 2016. CONCLUSIONS In this article, the importance of refining message-framing research questions and a stepwise approach to develop an efficient experimental design to examine a new tailoring strategy is discussed. A set of small studies is proposed that would inform the best approach to design the principal experiment. The findings of principal experiment will provide a deeper insight into the relationship between regulatory-focus theory, persuasive message construction, and individuals’ physical activity behaviour.

scholarly journals Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

2018 ◽  
Vol 10 (9) ◽  
pp. 3038 ◽  
Author(s):  
Tsai Wang ◽  
Chia Tsai ◽  
Ta Tang
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Behavioral Intention ◽  
Performing Arts ◽  
Advertising Effectiveness ◽  
Order Effects ◽  
Attention Restoration ◽  
Experimental Findings ◽  
Experimental Group ◽  
Tracking Technology

The beautiful, natural environment in a tourist hotel’s marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels’ performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel’s (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

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