Browsing by Subject "Regulatory focus"
Now showing 1 - 6 of 6
Results Per Page
Sort Options
Item Examining multiple identities under stereotype threat : a regulatory fit perspective(2014-05) Reinhart, Alyssa Lynne; Bentley, Keisha L.; Beretvas, Natasha; Cokley, Kevin O; Markman, Arthur B; Robinson, Daniel HThis study sought to examine how underlying characteristics of multiple social identities could explain why some people are not affected by stereotype threat. Specifically, it proposed that different identities are not only associated with positive or negative stereotypes, but also different regulatory foci. It additionally sought to address a common methodological issue in the literature by including non-targets of stereotype threat as a comparative group. Using a quantitative experimental design, math-identified male (N=104) and female (N=172) university students were randomly assigned to take a difficult math test under circumstances which varied both reward structure and salient identities. For math- identified females, their gender identity was believed to invoke a negative stereotype about female math ability and thus stereotype threat. However, college identity was proposed to be positively stereotyped about ability. When both were made salient, females would suppress their gender identity in order to maintain a good self-concept and would thus be protected from stereotype threat effects. Furthermore, it was predicted females under threat would enter into a prevention regulatory focus and thus perform better under a reward structure which focused on minimizing losses. A major criticism of stereotype threat research is that it fails to differentiate itself enough from stereotype priming. While the two are similarly activated, stereotype threat only affects those for whom the stereotyped identity is relevant. Thus it is important to include non-targets of threat to ensure that the experimental manipulations do not affect them. Males were included in this study because the negative stereotype about female math ability is not relevant. Results indicated that when gender identity was made salient, math-identified females performed worse than a control group. However, when both gender and college identity were made salient, math-identified females performed better than those only reminded of their gender, and equivalent to those in a control group. Reward structure showed no main effect on performance. While the interaction between identity salience and reward structure was marginally significant, more research is needed to determine if there is a true relationship. Males showed no differences across conditions however, which indicates this was a more valid manipulation of threat.Item The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus(2014-05) Choi, Dong Won; Cicchirillo, Vincent J.While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising.Item The impact of ideal self-congruity with celebrity endorsers on advertising effectiveness : the moderating role of message frame(2015-08) Lee, Ju Young, M.A.; Pounders, Kathrynn; Wilcox, GaryCelebrity endorsements have been studied regarding factors for effectively persuading consumer behavior. To broaden this research stem, the current study aims to examine the interactive effect of ideal self-congruity (low versus high) and regulatory focus message frame (gain versus loss) on celebrity endorsement effectiveness. The findings from an experiment show that consumers with a high level of ideal self-congruity with a celebrity endorser generate a more favorable attitude toward the advertisement, attitude toward the brand, and greater purchase intention compared to consumers with low ideal self-congruity. In addition, this work examines the interplay between ideal self-congruity and regulatory focus. Interestingly, the results reveal the interaction between ideal self-congruity and regulatory focus message does not significantly influence attitude toward the advertising, attitude toward the brand, or purchase intention.Item The impact of regulatory focus on consumer responses to fundraising campaigns for environmental causes(2015-05) Hong, Ji Mi; Lee, Wei-Na, 1957-; Drumwright, MinetteNon-profit organizations these days have difficulties carrying out their mandates due to shrinking government support, limited finances for disseminating messages through mass media, and intense competition from a myriad of other charitable organizations. Above all, these organizations are faced with a lack of a meaningful set of guidelines on how to communicate their environmental cause effectively. Therefore, it is important to develop a better understanding of how different types of verbal messages and visual images promoting donations influence individuals’ attitudes towards and intention to contribute to non-profit organizations. Environmental messages for fundraising usually involve some goal to be attained and means suggested as the way to attain it. These arguments can be framed in terms of either promotion (gain/non-gain), or prevention (loss/non-loss). However, the key question here is whether the relative influence of these two message framing varies according to the recipient’s chronic regulatory focus considered as people’s predilections for distinct forms of self regulation during goal pursuit. In this respect, this research aims to examine the impact of environmental messages and image framing using the regulatory focus theory. To be specific, this study investigates whether there is a "regulatory fit," a feeling of rightness about what they are doing, by matching certain chronic regulatory focus orientation with the compatible regulatory-focused verbal messages (hypothesis 1), or visual images (hypothesis 2). In addition, this research also examined whether there is a congruent effect between regulatory-focused message and image framing (hypothesis 3), as well as whether its interaction effect moderates the relationship between recipient’s chronic regulatory focus orientation and their responses to the fundraising ad campaign (hypothesis 4). Therefore, the current study uses a moderated multiple regression analysis to test the joint and individual effects of three independent variables (chronic regulatory focus orientation: promotion vs. prevention X message framing: promotion vs. prevention X image framing: promotion vs. prevention) on three dependent variables (attitudes toward an ad, attitudes toward a non-profit organization, and willingness to donate). According to the results, individuals having a chronic promotion-focused orientation are more persuaded by promotion (gain or eagerness) framed message emphasizing the potential environmental benefits of doing donation, whereas individuals having a chronic prevention-focused orientation are more persuaded by prevention (loss or vigilance) framed message highlighting the potential environmental dangers of not making a donation. The finding of the regulatory fit would be applied to communication strategies for gender specific causes, the localization of the global fundraising campaigns, and the consumer segmentation and targeting. This study also extends prior research by finding some significant three-way interaction effects: for both promotion and prevention orientated individuals, the print ad combined with the promotion-focused message and prevention-focused image produced the most persuasive effect on attitude toward non-profit organization. In other words, a regulatory-focused visual image, especially, the prevention-focused image has an important role to weaken the existing regulatory fit effects between chronic regulatory focus orientation and regulatory-focused verbal message on attitude toward non-profit organization.Item The interplay of regulatory focus and brand personality on persuasion in advertising(2011-05) Kim, Dong Hoo, 1977-; Sung, Yongjun; Choi, Sejung MarinaThis research experimentally investigated the interactive effects of regulatory focus and brand personality on persuasion in advertising. Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed that excitement brand personality was concerned with a promotion focus and when an exciting brand is advertised with a promotion focused message, the effectiveness of the advertisement was increased. In contrast, competence brand personality was concerned with prevention focus and when a competent brand is advertised with a prevention focused message, the effectiveness of the advertisement was increased.Item Motivations in romantic relationships: a regulatory focus perspective(Texas A&M University, 2005-08-29) Winterheld, Heike A.The present research tested whether and how regulatory focus as a motivational variable influences the ways in which people appraise, process, and react to events in romantic relationships. Regulatory focus theory distinguishes between (1) a prevention focus, which emphasizes the fulfillment of security needs, duties and obligations, and is associated with heightened sensitivity to aversive outcomes, and (2) a promotion focus, which emphasizes the fulfillment of nurturance needs, accomplishments and aspirations, and is associated with heightened sensitivity to rewarding outcomes. Based on regulatory focus theory, it was assumed that promotion and prevention focused people would appraise, react to, and process interpersonal events involving a romantic partner in different ways. In addition, it was expected that the distinct ways of experiencing such events are reflected in differences in relationship quality. Three studies using college student samples were conducted to test these notions. Evidence was found that individual differences in chronic prevention focus affect the ways in which people react to aversive events in relationships. No support was obtained for regulatory focus theory??s predictions regarding prevention focus processes in association with rewarding outcomes, and predictions related to the promotion focus system were also not supported. As expected, chronic promotion focus was related to higher relationship quality, and chronic prevention focus was associated with lower relationship quality. Implications and suggestions for future research are discussed.