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

K. Poels, S. Dewitte

Onderzoeksoutput: Bijdrage aan tijdschriftTijdschriftartikelAcademicpeer review

51 Citaten (Scopus)

Samenvatting

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.
Originele taal-2Engels
Pagina's (van-tot)1030-1040
TijdschriftJournal of Business Research
Volume61
Nummer van het tijdschrift10
DOI's
StatusGepubliceerd - 2008

Vingerafdruk Duik in de onderzoeksthema's van 'Hope and self-regulatory goals applied to an advertising context : promoting prevention stimulates goal-directed behavior.'. Samen vormen ze een unieke vingerafdruk.

Citeer dit