scholarly journals VISUAL ART AND REGULATORY FIT MESSAGES ON CONSUMER EVALUATIONS

2016 ◽  
Vol 56 (2) ◽  
pp. 152-165 ◽  
Author(s):  
DANIELLE MANTOVANI ◽  
DEBORAH IURI TAZIMA
Keyword(s):  
Regulatory Focus ◽  
Visual Art ◽  
Positive Impact ◽  
Regulatory Fit ◽  
Regulatory Focus Theory ◽  
Consumer Evaluations ◽  
Moderation Effect ◽  
Motivational Focus ◽  
The Impact ◽  
Art Infusion

ABSTRACT In this study, we demonstrate that the art infusion effect, in which the presence of visual art causes a positive impact on consumers' perceptions of products and advertising messages, might have a moderation effect on regulatory fit and non-fit messages. We investigate the impact of visual art on advertisement evaluations in regulatory (non-) fit conditions. Regulatory focus theory suggests that consumers rely on their motivational focus (prevention vs. promotion) for their evaluations and decisions. Usually, consumers prefer products that fit with their personal motivational focus. In the present study, the results of three experiments indicate that using visual art with a promotion or prevention fit message is recommended, while non-art images increase message persuasiveness when non-fit messages are presented. Therefore, not all information compatible with the consumer's motivational focus are best evaluated. When non-art images are presented, non-fit messages might be more persuasive.

A Study on the Effects of Regulatory Fit and Framing

2014 ◽  
Vol 644-650 ◽  
pp. 6289-6292
Author(s):  
Li Chen
Keyword(s):  
Regulatory Focus ◽  
Framing Effect ◽  
Regulatory Fit ◽  
Regulatory Focus Theory ◽  
Buying Behavior ◽  
Impulsive Buying ◽  
Effect Theory ◽  
The Face ◽  
Inherent Nature ◽  
Regulatory Fit Theory

Regulatory fit theory is based on regulatory focus theory which was from hedonism and decision-making motives, explaining individual consumer’s decisions making processes from both psychological and mental point of views. Regulatory fit theory proposed consumers in the face of different forms of information representation will lead to match or mismatch of consumer wants. And the effect of adjusting the matching value will affect the perception of the product or service, thereby affecting the consumer’s buying wish.Framing effect is originated from prospect theory indicate that people will make different choices when they face the same, but different forms of expression scheme. This article tries to explore the inherent nature of impulsive buying behavior mechanisms, drawing on regulatory fit theory and framing effect theory.

Consumer responses to corporate offshoring practices

2015 ◽  
Vol 53 (3) ◽  
pp. 698-712 ◽  
Author(s):  
Silvia Grappi ◽  
Simona Romani ◽  
Richard P Bagozzi
Keyword(s):  
Regulatory Focus ◽  
Regulatory Fit ◽  
Point Of View ◽  
Consumer Evaluations ◽  
Content Type ◽  
Consumer Responses ◽  
The Public ◽  
Psychological Mechanisms ◽  
Psychology Theory ◽  
A Company

Purpose – The purpose of this paper is to investigate consumer responses to company communication of offshoring strategies and tries to discover which psychological mechanisms govern these responses. To do these, the authors examine offshoring strategy communication from the point of view of Regulatory Focus Theory. Design/methodology/approach – The authors tested the hypotheses in two different studies. Study 1 examines the associations between company offshoring motives and consumer’s prevention or promotion inferences about the company’s practices. Study 2 tests if and how the interaction effect between respondents’ self-regulatory focus and the company offshoring motive affects respondents’ attitude toward the offshoring company. Findings – The study demonstrated that each of three offshoring motives activates unique self-regulatory orientations (promotion or prevention focus) in consumers, and regulatory fit positively affects consumer attitudes toward the offshoring company. Practical implications – Results suggest how to communicate company offshoring decisions to consumers. By trying to instill a particular regulatory focus in the public with their communication tools, companies can create a better match in the public eye, gaining more positive consumer evaluations. Originality/value – This research shows the mechanisms through which consumers respond differently to specific offshoring motives communicated by a company. By building on psychology theory, the study gains insights into the consumer reactions to company offshoring and, to the knowledge, no research to date has examined these mechanisms.

Consumer culture brand positioning strategies: an experimental investigation

2011 ◽  
Vol 20 (1) ◽  
pp. 48-57 ◽  
Author(s):  
Bashar S. Gammoh ◽  
Anthony C. Koh ◽  
Sam C. Okoroafo
Keyword(s):  
Consumer Culture ◽  
Global Market ◽  
Brand Positioning ◽  
Strategic Positioning ◽  
Global Marketplace ◽  
Consumer Evaluations ◽  
Content Type ◽  
Moderation Effect ◽  
Two Samples ◽  
The Impact

PurposeThe purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand.Design/methodology/approachUsing an experimental method in the USA and India, the paper examines if the use of such positioning strategies in a print advertisement stimuli influence consumer evaluations of a fictitious brand.FindingsThe results support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP. Furthermore, our results show a moderation effect for subjects' level of belief in global citizenship on the effectiveness of the GCCP strategy. These results were observed across the two samples.Research limitations/implicationsThis study provides valuable managerial insights into the potential value of GCCP strategy and offers specific strategic positioning guides to brand managers competing in the global marketplace.Originality/valueWith the emergence of global market segments, it is important to assist brand managers seeking to strengthen their brand's equity in a competitive global marketplace. This paper contributes to the literature on international brand positioning by empirically investigating the usefulness of GCCP as a strategic positioning guide for global marketing managers.

scholarly journals The impact of challenge-hindrance stressors on creativity: the mediating role of regulatory focus and the moderating role of proactive personality

2021 ◽  
Vol 245 ◽  
pp. 03031
Author(s):  
Yixin Yang ◽  
Mingjian Zhou
Keyword(s):  
Regulatory Focus ◽  
Proactive Personality ◽  
Regulatory Focus Theory ◽  
Prevention Focus ◽  
Promotion Focus ◽  
Mediating Role ◽  
The Impact ◽  
Moderating Role ◽  
Focus Theory

Based on the challenge-hindrance stressors framework and regulatory focus theory, this study explored the mediating role of promotion focus between challenge stressors and employee creativity, and the mediating role of prevention focus between hindrance stressors and creativity. In addition, we further explored the moderating role of proactive personality in this model. In the end, we discuss implications and limitations of our argument for theory and practices.

scholarly journals Luxury implications of showcasing a product with its “cast” shadow

2016 ◽  
Vol 33 (7) ◽  
pp. 507-516 ◽  
Author(s):  
Nazuk Sharma
Keyword(s):  
Positive Impact ◽  
Visual Presentation ◽  
Consumer Perceptions ◽  
Consumer Evaluations ◽  
Content Type ◽  
Product Categories ◽  
Cast Shadow ◽  
Practical Guidelines ◽  
The Impact

Purpose This paper aims to investigate the role of showcasing a product with its cast shadow (formed in the ad’s background by the advertised product) on consumer product perceptions. Design/methodology/approach Three experimentally designed studies, incorporating two product categories, demonstrate the impact of visual presentation of a product with its shadow on consumer evaluations. A total of 203 participants (MTurkers, and student respondents at a southern university) provided data for these studies through questionnaires (online as well as paper-pencil formats). Findings Findings reveal that the presence of a product’s cast shadow in the ad frame increases its visual acuity, which in turn enhances its luxury perceptions. Downstream, a product shadow’s presence positively impacts its overall evaluations, through enhanced product luxury perceptions. Also, consumers with high Centrality of Visual Product Aesthetics (CVPA) demonstrate a stronger liking for such product presentations. Research limitations/implications The current findings not only demonstrate the positive impact of product shadows on consumer perceptions, but also enrich the luxury and aesthetics literature streams. Practical implications Advertisers often subjectively use product shadows as stylistic tools in marketing communications. This research offers some practical guidelines to use shadows in fostering product luxury perceptions and better target aesthetically-sensitive consumers. Originality/value Advertising research suggests that visual styling and presentation of products significantly impacts consumer perceptions. However, the role of product shadows has not yet been empirically examined. This paper makes an attempt to test whether and how product shadows impact consumer perceptions.

scholarly journals Unpacking the Relationship between Sales Control and Salesperson Performance: A Regulatory Fit Perspective

2018 ◽  
Vol 82 (3) ◽  
pp. 45-69 ◽  
Author(s):  
Constantine S. Katsikeas ◽  
Seigyoung Auh ◽  
Stavroula Spyropoulou ◽  
Bulent Menguc
Keyword(s):  
Regulatory Focus ◽  
Regulatory Fit ◽  
Purchase Decision ◽  
Exploratory Learning ◽  
Regulatory Focus Theory ◽  
Performance Study ◽  
Salesperson Performance ◽  
Exploitative Learning ◽  
The Relationship ◽  
Focus Theory

The literature examining the effect of sales control on salesperson performance is, at best, equivocal. To reconcile inconsistencies in empirical findings, this research introduces two new types of salesperson learning: exploratory and exploitative learning. Drawing on regulatory focus theory, the authors conceptualize exploratory learning as promotion focused and exploitative learning as prevention focused and find that salespeople exhibit both exploratory and exploitative learning, though one is used more than the other depending on the type of sales control employed. The results also suggest that the fit between salesperson learning type, customer characteristics (i.e., purchase-decision-making complexity), and salesperson characteristics (i.e., preference for sales predictability) is critical to salesperson performance and that salesperson learning mediates the relationship between sales control and salesperson performance (Study 1). Study 2 corroborates the findings using new panel data collected over two waves. The results of this research have important implications for integrating sales control, salesperson learning, and salesperson performance.

scholarly journals Tailored texts: An application of regulatory fit to text messages designed to reduce high-risk drinking

2019 ◽  
Vol 26 (3) ◽  
pp. 1742-1763
Author(s):  
Elizabeth M Glowacki ◽  
Jay M Bernhardt ◽  
Matthew S McGlone
Keyword(s):  
Regulatory Focus ◽  
Text Message ◽  
Regulatory Fit ◽  
Text Messages ◽  
Health Messages ◽  
Control Group ◽  
Post Test ◽  
High Risk Drinking ◽  
Congruent Group ◽  
The Impact

This study used the regulatory focus/fit framework to compare the impact of text message wording on college students’ drinking behaviors. In this 2 × 3 × 2 pre-test/post-test experiment, participants ( N = 279) were randomly assigned to one of the three groups: messages matching regulatory focus (congruent group), messages mismatching regulatory focus (incongruent group), and general health messages (control group). Messages were tailored by regulatory fit (prevention-oriented or promotion-oriented). Mixed factorial analyses of covariance revealed that prevention-oriented individuals who received text messages incongruent with their regulatory focus reported drinking alcohol for more hours and were more likely to consume a higher quantity of drinks than participants in the congruent or control group. These findings suggest that health messages mismatched to a receiver’s regulatory focus might exacerbate unhealthy behavior.

Terrorism and inbound tourism: Does immigration have a moderating effect?

2019 ◽  
Vol 26 (3) ◽  
pp. 500-518 ◽  
Author(s):  
Georges Harb ◽  
Charbel Bassil
Keyword(s):  
Positive Impact ◽  
Moderating Effect ◽  
Destination Country ◽  
Gravity Models ◽  
Adverse Impact ◽  
Moderation Effect ◽  
Inbound Tourism ◽  
The Impact ◽  
Tourism Flows

This article investigates the impact of terrorism on bilateral tourism flows within the Organization for Economic Co-operation and Development countries. It also examines the moderation effect of immigration in the destination country on the terrorism–tourism relationship. The results obtained from the estimated gravity models show that after reaching a certain threshold, terrorism negatively impacts tourist arrivals. This relation seems to be moderated by the share of immigrants in the country of destination: when the share of immigrants in a country is relatively high, the positive impact of immigration on tourist arrivals would counterbalance the adverse impact of terrorism on tourist arrivals.

Self-Discrepancy and Regulatory Fit in Avatar-Based Exergames

2012 ◽  
Vol 111 (3) ◽  
pp. 697-710 ◽  
Author(s):  
Seung-A Annie Jin
Keyword(s):  
Regulatory Focus ◽  
Opposite Effect ◽  
Regulatory Fit ◽  
Regulatory Focus Theory ◽  
Ideal Self ◽  
Response Efficacy ◽  
Applied Social Psychology ◽  
Managerial Implications ◽  
Self Discrepancy ◽  
The Ideal

Drawing from Higgins's self-discrepancy theory and regulatory focus theory, this study examined the use of activated selves and regulatory foci in health games. Utilizing the Wii's® avatar-creating and exergaming features, a 2 (activated self: actual self versus ideal self) × 2 (regulatory focus: promotion versus prevention) × 2 (efficacy appeals: self-efficacy versus response-efficacy) between-subjects experiment tested the interactions of activated selves, regulatory foci, and efficacy appeals on low-calorie dieting intentions after health game playing. Results from an experiment with 156 participants demonstrated that a fit between regulatory focus and efficacy appeals induced greater dieting intentions when the actual self was activated while the opposite effect occurred when the ideal self was activated. Theoretical contributions to basic and applied social psychology as well as managerial implications for consumer behavior research are considered.

scholarly journals Prevention focus relates to performance on a loss-framed inhibitory control task

2018 ◽  
Author(s):  
Benjamin T. Files ◽  
Kimberly A. Pollard ◽  
Ashley Oiknine ◽  
Antony D. Passaro ◽  
Peter Khooshabeh
Keyword(s):  
Inhibitory Control ◽  
Performance Feedback ◽  
Regulatory Focus ◽  
Rejection Rate ◽  
Regulatory Fit ◽  
Correct Rejection ◽  
Control Task ◽  
Control Feedback ◽  
Feedback Framing ◽  
The Impact

Information framing can be critical to the impact of information and can affect individuals differently. One contributing factor is a person's regulatory focus, which describes their focus on achieving gains or avoiding losses. We hypothesized that alignment between individual regulatory focus and the framing of performance feedback as either gain or loss would enhance performance gains from training. We measured participants’ (N=93) trait-level regulatory focus; they then trained in a go/no-go inhibitory control task with feedback framed as gains, losses, or control feedback conditions. Some changes in performance with training (correct rejection rate and response time) were consistent with regulatory fit, but only in the loss-framed condition. This suggests that regulatory fit is more complex than cursory categorization of trait regulatory focus and feedback framing might indicate. Regulatory fit, feedback framing, and task affordances should be considered when designing feedback or including game-like feedback elements to aid training.

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