Application of Regulatory Focus Theory to Search Advertising

Author(s)

E. N. Mowle
Emily Georgia Salivar, Nova Southeastern UniversityFollow
Brian D. Doss
J. A. Updegraff

Document Type

Article

Publication Date

2014

Publication Title

J. Consum Mark

Volume

31

Issue/Number

6-7

First Page

494

Last Page

502

Abstract/Excerpt

The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined.

DOI

https://dx.doi.org/10.1108%2FJCM-06-2014-1003

NSUWorks Citation

Mowle, E. N., Salivar, E. G., Doss, B. D., Updegraff, J. A. (2014). Application of Regulatory Focus Theory to Search Advertising. J. Consum Mark, 31(6-7), 494-502.
Available at: https://nsuworks.nova.edu/cps_facarticles/1706