Regulatory focus and attribute framing: evidence of compatibility effects in advertising

Material TypeArticleLanguageEnglish
TitleRegulatory focus and attribute framing: evidence of compatibility effects in advertising Author(S)Hui-Fei Lin (Author)
Abstract  This study examined the effects of regulatory focus and the framing of product attributes in advertisements. An experiment with a 2×2×2 between-subjects design was conducted to see if the compatibility among regulatory focus ...Paginationp169-188
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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