Application of Regulatory Focus Theory to Search Advertising
Google AdWords, internet advertising, online advertising, regulatory fit, regulatory focus, search engine
J. Consum Mark
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.
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