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Framing hedonic and utilitarian prod...

Lin, Hui-Fei.

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Framing hedonic and utilitarian product attributes in advertisements: The impact of regulatory fit on persuasion.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Framing hedonic and utilitarian product attributes in advertisements: The impact of regulatory fit on persuasion./
Author:	Lin, Hui-Fei.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2007,
Description:	145 p.
Notes:	Source: Dissertations Abstracts International, Volume: 69-03, Section: A.
Contained By:	Dissertations Abstracts International69-03A.
Subject:	Mass media. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3266154
ISBN:	9780549046738

Framing hedonic and utilitarian product attributes in advertisements: The impact of regulatory fit on persuasion.
Lin, Hui-Fei.

Framing hedonic and utilitarian product attributes in advertisements: The impact of regulatory fit on persuasion. - Ann Arbor : ProQuest Dissertations & Theses, 2007 - 145 p.

Source: Dissertations Abstracts International, Volume: 69-03, Section: A.

Thesis (Ph.D.)--The Pennsylvania State University, 2007.

A number of studies have examined regulatory fit, a match between the means through which people pursue their goals and their goal orientation, in the area of consumer psychology. However, what is unknown is the impact of the compatibility of a hedonic or utilitarian product attribute framed as a gain or a loss with one's regulatory focus, on persuasion effects. Based on prior research, this study posits that the framing of hedonic and utilitarian product attributes can interact with regulatory focus in influencing individuals' evaluations of both the brand and the advertisement. It is further hypothesized that fit between the message framing of product attributes and one's regulatory focus is expected to lead to greater message framing effects. These propositions were tested in an experiment with a 2 x 2 x 2 between-subjects design. The first factor, regulatory focus (promotion vs. prevention), was manipulated by asking students to list their ideals and thoughts as well as complete a paper-and-pencil maze. The other two factors, product attributes (hedonic vs. utilitarian) and message framing (gain vs. loss), were manipulated through the copies of two print advertisements. Message effects were measured by brand attitude, attitude toward the advertisement, and purchase intention. A total of 215 subjects participated in this study. Findings revealed several significant effects of regulatory focus on evaluations of hedonic and utilitarian product attributes. When the attributes emphasized in advertisements fit individuals' regulatory orientation, stronger attitude towards brand and advertisement as well as greater purchase intention were induced. Furthermore, when product attributes emphasized in a gain or loss frame fit one's regulatory focus, stronger attitudes toward brands and advertisements were found. Consistent with prior research, when promotion-focused individuals are exposed to advertisements framing hedonic attributes as a gain, they are more likely to engage in heuristic processing than when exposed to advertisements framing utilitarian attributes as a loss. On the other hand, when prevention-focused individuals are exposed to advertisements framing utilitarian attributes as losses, they are more likely to engage in systematic processing than when exposed to advertisements framing hedonic attributes as a gain. Ease of process was found to be a significant mediator between regulatory focus and message framing. These results extended prior research findings on framing and regulatory focus. Theoretical and practical implications will be further discussed.

ISBN: 9780549046738Subjects--Topical Terms:

516793
Mass media.

Framing hedonic and utilitarian product attributes in advertisements: The impact of regulatory fit on persuasion.
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520 $a A number of studies have examined regulatory fit, a match between the means through which people pursue their goals and their goal orientation, in the area of consumer psychology. However, what is unknown is the impact of the compatibility of a hedonic or utilitarian product attribute framed as a gain or a loss with one's regulatory focus, on persuasion effects. Based on prior research, this study posits that the framing of hedonic and utilitarian product attributes can interact with regulatory focus in influencing individuals' evaluations of both the brand and the advertisement. It is further hypothesized that fit between the message framing of product attributes and one's regulatory focus is expected to lead to greater message framing effects. These propositions were tested in an experiment with a 2 x 2 x 2 between-subjects design. The first factor, regulatory focus (promotion vs. prevention), was manipulated by asking students to list their ideals and thoughts as well as complete a paper-and-pencil maze. The other two factors, product attributes (hedonic vs. utilitarian) and message framing (gain vs. loss), were manipulated through the copies of two print advertisements. Message effects were measured by brand attitude, attitude toward the advertisement, and purchase intention. A total of 215 subjects participated in this study. Findings revealed several significant effects of regulatory focus on evaluations of hedonic and utilitarian product attributes. When the attributes emphasized in advertisements fit individuals' regulatory orientation, stronger attitude towards brand and advertisement as well as greater purchase intention were induced. Furthermore, when product attributes emphasized in a gain or loss frame fit one's regulatory focus, stronger attitudes toward brands and advertisements were found. Consistent with prior research, when promotion-focused individuals are exposed to advertisements framing hedonic attributes as a gain, they are more likely to engage in heuristic processing than when exposed to advertisements framing utilitarian attributes as a loss. On the other hand, when prevention-focused individuals are exposed to advertisements framing utilitarian attributes as losses, they are more likely to engage in systematic processing than when exposed to advertisements framing hedonic attributes as a gain. Ease of process was found to be a significant mediator between regulatory focus and message framing. These results extended prior research findings on framing and regulatory focus. Theoretical and practical implications will be further discussed.
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