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Advertising And Product Trial - The Effect Of Message’S Regulatory Focus And Product Type On Consumer Evaluations

Author

Listed:
  • Camelia C. MICU

    (Fairfield University, 1073 North Benson Road Fairfield, CT 06824, USA)

Abstract

The objective of this research is to examine the effect of message’s regulatory focus (promotion versus prevention) and product types (hedonic versus utilitarian) on advertising effectiveness, as well as how direct product experience alters these effects. The findings show that, for hedonic products, promotion messages are more persuasive, generate more positive product attitudes, and willingness to pay a higher price than prevention messages. For utilitarian products, prevention messages are more persuasive and generate more positive product attitudes than promotion messages. However, product trial moderates most of these effects. Managerial implications of these results are discussed.

Suggested Citation

  • Camelia C. MICU, 2010. "Advertising And Product Trial - The Effect Of Message’S Regulatory Focus And Product Type On Consumer Evaluations," Management & Marketing, Economic Publishing House, vol. 5(4), Winter.
    • Handle: RePEc:eph:journl:v:5:y:2010:i:4:n:3
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    Cited by:

    1. Erika KULCSÁR, 2011. "Opinions On The Improvement Of Domestic And International Promotion Of Tourist Offer From Saint George," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 11(11), pages 28-34, December.

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