Faculty Articles
Application of Regulatory Focus Theory to Search Advertising
Document Type
Article
Publication Title
J. Consum Mark
Publication Date
2014
Abstract
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
Volume
31
Issue
6-7
First Page
494
Last Page
502
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
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