Consumers’ Regulatory Focus and Advertising Avoidance
Advertising avoidance is considered one of the most serious concerns for advertisers and advertising agencies because consumers are likely to avoid advertisements. Previous studies on advertising avoidance have implied that consumers may choose between complete advertising viewing, incomplete advert...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2018-12-01
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| Series: | Maketingu Janaru |
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| Online Access: | https://www.jstage.jst.go.jp/article/marketing/38/2/38_2018.039/_html/-char/en |
| Summary: | Advertising avoidance is considered one of the most serious concerns for advertisers and advertising agencies because consumers are likely to avoid advertisements. Previous studies on advertising avoidance have implied that consumers may choose between complete advertising viewing, incomplete advertising avoidance, and complete advertising avoidance after exposure to an advertisement. However, these studies have not answered the question why consumers choose a particular option. This study aims to solve the problem by using regulatory focus theory. We hypothesize that the consumer choice between the three actions depends on both the regulatory focus and the advertisement information. The results show that consumers with a promotion focus are more likely to choose a complete advertising viewing (/incomplete advertising avoidance) option if the advertisement provides information about the presence of positive outcomes (/the absence of negative outcomes). The results also show that consumers with a prevention focus are more likely to choose an incomplete advertising avoidance (/complete advertising viewing) option if the advertisement provides information about the presence of positive outcomes (/the absence of negative outcomes) in the situation that their regulatory reference is the presence or absence of negative outcomes. On the other hand, in cases in which the regulatory reference is the presence or absence of effort, they are more likely to choose a complete advertising avoidance option. |
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| ISSN: | 0389-7265 2188-1669 |