Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals

Kara Chan (), Jingyuan Shi (), Luisa Agante (), Suzanna J. Opree () and Thanaseelen Rajasakran ()
Additional contact information
Kara Chan: Hong Kong Baptist University
Jingyuan Shi: Hong Kong Baptist University
Luisa Agante: University of Porto
Suzanna J. Opree: Erasmus University Rotterdam
Thanaseelen Rajasakran: Universiti Tunku Abdul Rahman

International Review on Public and Nonprofit Marketing, 2022, vol. 19, issue 1, No 3, 37-51

Abstract: Abstract While there is support for regulatory fit theory in predicting the communication effectiveness of promotion-framed and prevention-framed messages in advertisements, it is not certain if the theory can be extended to predict the effectiveness of promotion-oriented and prevention-oriented advertising appeals. This study examines the interplay of regulatory focus as well as the endorsement of collectivism and individualism among adolescents in predicting the perceived effectiveness of promotion-oriented and prevention-oriented public service advertising appeals. Data was collected from a convenience sample of 407 Chinese secondary school students aged 12 to 19 in Hong Kong. Results support the regulatory fit theory. Among the respondents, vertical collectivism was not a significant predictor for the perceived effectiveness of either promotion- or prevention-oriented appeals. Horizontal individualism was a significant predictor for the perceived effectiveness of the loss avoidance PSA appeal. Respondents’ horizontal collectivism scores were positive predictors for the perceived effectiveness of both promotion and prevention-oriented appeals.

Keywords: Advertising strategy; Communication effectiveness; Regulatory fit model; Hong Kong; Individualism; Collectivism (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s12208-021-00291-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00291-6

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-021-00291-6

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().