Hope and self-regulatory goals applied to an advertising context : promoting prevention stimulates goal-directed behavior.

K. Poels, S. Dewitte

Research output: Contribution to journalArticleAcademicpeer-review

50 Citations (Scopus)

Abstract

This article proposes the existence of two types of hope which differ in terms of self-regulatory goals: prevention hope and promotion hope. Consistent with the functional emotion approach and regulatory focus theory, we show that prevention hope generates more goal-directed behavior compared to promotion hope. Next, we replicate these findings in an advertising context. Results from three experiments show that prevention hope ads lead to more goal-directed consumer behaviors like (1) greater memory for product information, (2) greater willingness to test the advertised product, and (3) more intentions to focus on product information and undertake product-related action than promotion hope ads.
Original languageEnglish
Pages (from-to)1030-1040
JournalJournal of Business Research
Volume61
Issue number10
DOIs
Publication statusPublished - 2008

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