How Goal Distance Influences Regulatory Focus in Goal Pursuit

This research demonstrates that large (vs. small) goal distance leads to a promotion (vs. prevention) focused representation of a goal. The underline mechanism is the change in reference points which produces a switch from a "gain frame" to a "loss frame" of mind as progress toward the goal is made

Effects of age, need for cognition, and affective intensity on advertising effectiveness

a b s t r a c t a r t i c l e i n f o This paper explores how individual characteristics of age, need for cognition (NFC), and affective intensity (AI) interact with each other and with advertising appeal frames (i.e., rational, positive-emotional, negativeemotional) to influence ad attitudes, involvement, and recall. The mixed design study reveals that younger adults recall emotional messages, especially negative ones, better than rational ones, but recall does not differ for older adults across appeal frames. Older adults prefer rational and positive messages to negativeemotional messages but ad attitudes do not differ among younger adults across appeal frames. Finally, age interacts with AI, but not NFC, to influence ad responsiveness. Both age and AI influence ad attitudes such that older adults exhibit the most positive ad attitudes across all appeal frames

An Experimental Investigation of the Effects of Price Promotions on Brand Attitudes: An Attribution Theory Perspective

320 p.Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1998.It was also found that brand attitudes improved after a one week time lag, suggesting that if there are negative effects as a consequence of the brand's promotional activity, the negative effects dissipate within a one week time period (so long as the promotional activity does not continue).U of I OnlyRestricted to the U of I community idenfinitely during batch ingest of legacy ETD

When Are Loss Frames More Effective in Climate Change Communication? An Application of Fear Appeal Theory

This study investigated how goal frames (gain, non-loss, loss) either with or without efficacy statements affect consumers’ support for climate-change policy. Addressing the goal-framing literature’s difficulty in establishing a guiding theory with consistent findings, we (1) propose fear appeal theory as an alternative framework to guide goal-framing research; (2) test five fear appeal variables (fear, perceived threat, hope, perceived efficacy, and message processing) as mediators of goal-framing effects on policy support; and (3) highlight four common goal-framing confounds that may partly underlie the literature’s inconsistent findings. Aligning with fear appeal theory, results from a carefully controlled experiment revealed that a more threatening loss frame paired with an efficacy statement produced the strongest pro-policy attitudes and the greatest willingness-to-pay by successfully balancing fear/threat with hope/efficacy and by producing deeper message processing