Faculty Articles

Title

Application of Regulatory Focus Theory to Search Advertising

Document Type

Article

Publication Date

2014

Keywords

Google AdWords, internet advertising, online advertising, regulatory fit, regulatory focus, search engine

Publication Title

J. Consum Mark

Volume

31

Issue/No.

6-7

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

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