May I continue or should I stop? the effects of regulatory focus and message framings on video game players’ self-control

Shu-Hsun Ho, Chutinon Putthiwanit and Chia-Yin Lin

MPRA Paper from University Library of Munich, Germany

Abstract: Two types of motivations exist in terms of regulatory focus: a promotion orientation concerned with advancement and achievement and a prevention orientation concerned with safety and security. The central premise of this research is that promotion-focused and prevention-focused players differ in their sensitivity to message frames and therefore respond with different levels of self-control. This study adopted a 2 (message frames: positive vs. negative) × 2 (regulatory focus: promotion vs. prevention) between-subjects design; the results confirmed the hypotheses that, for promotion-focused players, negative messages are significantly effective in preventing them from becoming addicted to the games; meanwhile, for prevention-focused players, positive messages significantly influenced players, leading them to become addicted. Hence, video games’ negative and addiction-related messages should be enhanced whereas positive messages should be cautiously released.

Keywords: Regulatory focus; regulatory fit; message frames; self-control; video game (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011-06-22
New Economics Papers: this item is included in nep-cbe, nep-exp and nep-neu
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Published in International Journal of Business and Social Science 12.2(2011): pp. 194-200

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