198 0

“People” Can Be Better Than “You”: The Moderating Role of Regulatory Focus On Self-Referencing Messages in Physical Activity Promotion Campaigns Among College Students

Title
“People” Can Be Better Than “You”: The Moderating Role of Regulatory Focus On Self-Referencing Messages in Physical Activity Promotion Campaigns Among College Students
Author
이승애
Keywords
Biased elaboration; regulatory focus theory; self-defensive process; self-referencing
Issue Date
2017-07
Publisher
Haworth Press Inc.
Citation
Health Marketing Quarterly, v. 34, issue 3, page. 157-174
Abstract
Self-referencing effects explain why many advertisements try to relate people with the ads; when an individual relates an ad to the self, the person will be more likely to recall the ad. However, this study revealed that the regulatory focus of messages is a boundary condition for self-referencing strategy. Self-referencing did not yield a positive persuasion effect in prevention-focused messages. The underlying message process analyses further revealed people avoid elaborating prevention-focused messages when used with self-referencing, rather than viewing them in a biased manner. The findings provide guidance for health communication practitioners’ use of self-referencing statements.
URI
https://www.tandfonline.com/doi/full/10.1080/07359683.2017.1346429https://repository.hanyang.ac.kr/handle/20.500.11754/160838
ISSN
0735-9683; 1545-0864
DOI
10.1080/07359683.2017.1346429
Appears in Collections:
COLLEGE OF ART AND PHYSICAL EDUCATION[S](예술·체육대학) > SPORTS INDUSTRY(스포츠산업학과) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE