Diversification of Advertising Research Based on Regulatory Focus Theory
Regulatory focus theory has most frequently been applied in the field of marketing and consumer research in recent years. This paper reviews the theory applied to research on advertising, which can be divided into three categories of regulatory focus research on (1) message framing in advertising, (...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2022-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.022/_html/-char/en |