How different types of anticipated regret advertising messages interact with mood to influence purchase intention

Anticipated regret;Mood

Wang, Mia ; Sar ; Sela

关键词: Anticipated regret;    Mood;   

Others  :  https://www.ideals.illinois.edu/bitstream/handle/2142/99099/WANG-THESIS-2017.pdf?sequence=1&isAllowed=y

美国|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

Thoughts about potential negative consequences of a certain action can influence people’s choice. To avoid feeling regretful, consumers generally change their original decision or attitude to ensure that a future outcome is congruent with their expectation. The effect of anticipated regret has been applied in health and safety domains for years. However, only a few studies that had applied the concept of anticipated regret in advertisements for general products. Combined with past findings that individuals’ affective states have a strong impact on their information processing strategies, the current study examines how different types of anticipated regret advertising messages (verbally framed vs. graphically framed) interact with consumer’s mood (positive vs. negative) to influence their attitudes and behavior toward the advertised product. The results revealed a significant main effect of message types. People tended to have better ad evaluation when the ad used graphically framed AR message compared with verbally framed AR message. However, there was no significant interaction between mood and AR message types on participants’ purchase intention. Implications and future research will be discussed.