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, Thanaseelen Rajasakran

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
JournalInternational Review on Public and Nonprofit Marketing
DOIs
Publication statusE-pub ahead of print - 31 May 2021

Scopus Subject Areas

  • Economics and Econometrics
  • Marketing

User-Defined Keywords

  • Advertising strategy
  • Collectivism
  • Communication effectiveness
  • Hong Kong
  • Individualism
  • Regulatory fit model

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