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How advertising claims affect brand preferences and category–brand associations: The role of regulatory fit
Author(s) -
Florack Arnd,
Scarabis Martin
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20127
Subject(s) - regulatory focus theory , advertising , affect (linguistics) , psychology , product (mathematics) , product category , focus (optics) , brand awareness , brand names , social psychology , marketing , business , mathematics , communication , physics , geometry , creativity , optics
Two experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a claim compatible with the experimentally induced focus. Experiment 2 demonstrated that regulatory focus also has an impact on category– brand associations. Category–brand associations were stronger when the claim of a target brand was compatible with the regulatory focus at the time category–brand associations were measured. © 2006 Wiley Periodicals, Inc.