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

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