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Application of Regulatory Focus Theory to Search Advertising
PURPOSE: The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined. DESIGN/METHODOLOGY/APPROACH: Adve...
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| Vydáno v: | J Consum Mark |
|---|---|
| Hlavní autoři: | , , , |
| Médium: | Artigo |
| Jazyk: | Inglês |
| Vydáno: |
2014
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| Témata: | |
| On-line přístup: | https://ncbi.nlm.nih.gov/pmc/articles/PMC4586165/ https://ncbi.nlm.nih.gov/pubmed/26430293 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1108/JCM-06-2014-1003 |
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