The effects of incentive types and appeal regulatory framing in travel advertising

Hsuan-Yi Chou and Nai-Hwa Lien

The Service Industries Journal, 2010, vol. 32, issue 6, 883-897

Abstract: What types of incentives and regulatory-framed advertising appeals are preferable when the promoted travel destination in a travel advert is spatially distant vs . near? Based on construal-level theory, this paper addresses this question by investigating whether there is a matching effect between the spatial distance of the travel destination and the incentives or the regulatory-framed appeals in ads. The experimental results indicate that when the promoted travel destination is spatially distant, consumers prefer non-monetary incentives and promotion-framed appeals. When the travel destination is spatially near, however, monetary incentives and prevention-framed appeals can generate better advertising effectiveness.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:32:y:2010:i:6:p:883-897

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DOI: 10.1080/02642069.2010.545878

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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