How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit

How advertising claims affect brand preferences and category–brand associations: The role of... Two experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a claim compatible with the experimentally induced focus. Experiment 2 demonstrated that regulatory focus also has an impact on category– brand associations. Category–brand associations were stronger when the claim of a target brand was compatible with the regulatory focus at the time category–brand associations were measured. © 2006 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit

Psychology & Marketing, Volume 23 (9) – Sep 1, 2006

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Publisher
Wiley
Copyright
© 2006 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20127
Publisher site
See Article on Publisher Site

Abstract

Two experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a claim compatible with the experimentally induced focus. Experiment 2 demonstrated that regulatory focus also has an impact on category– brand associations. Category–brand associations were stronger when the claim of a target brand was compatible with the regulatory focus at the time category–brand associations were measured. © 2006 Wiley Periodicals, Inc.

Journal

Psychology & MarketingWiley

Published: Sep 1, 2006

References

  • Self‐concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode
    Hong, Hong; Zinkhan, Zinkhan
  • People, products, and pursuits: Exploring the relationship between consumer goals and product meanings
    Ligas, Ligas
  • A self‐regulatory model of consideration set formation
    Paulssen, Paulssen; Bagozzi, Bagozzi

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