Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1018547 | Journal of Business Research | 2008 | 11 Pages |
Abstract
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.
Keywords
Related Topics
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Authors
Karolien Poels, Siegfried Dewitte,