کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018547 940352 2008 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Hope and self-regulatory goals applied to an advertising context
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Hope and self-regulatory goals applied to an advertising context
چکیده انگلیسی
This article proposes the existence of two types of hope which differ in terms of self-regulatory goals: prevention hope and promotion hope. Consistent with the functional emotion approach and regulatory focus theory, we show that prevention hope generates more goal-directed behavior compared to promotion hope. Next, we replicate these findings in an advertising context. Results from three experiments show that prevention hope ads lead to more goal-directed consumer behaviors like (1) greater memory for product information, (2) greater willingness to test the advertised product, and (3) more intentions to focus on product information and undertake product-related action than promotion hope ads.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 61, Issue 10, October 2008, Pages 1030-1040
نویسندگان
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