Faculty Articles

Title

Application of Regulatory Focus Theory to Search Advertising

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

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