The Effect Of Consumer's Regulatory Fit And Involvement On Persuasion About Advertising Message

Based on Hedonism and decision-making theory, regulatory focus and regulatory fit have caused huge repercussions in the field of psychology as soon as they were proposed. When they were introduced to areas of marketing study, they put forward a new perspective for the "Buyer' s black box", and caused extensive concern of the marketing scholars.Our research tried to discuss how the regulatory fit,which brought by regulatory focus and message's framing, affect the persuasion about advertising message.Concretely, our research contained three studies:In Study One, we tested 256 undergraduates used the Trait Regulatory Focus Questionnaire by Lockwood (2002), results show the revised Regulatory Focus Questionnaire has a good reliability and validity with Chinese participants.In Study Two, we tested 180 undergraduates to exam the regulatory fit effect Priming by trait regulatory focus with People selves and the message frame, as well the effect of the consumer's involvement. Results show that a significant effect between regulatory focus and message frame in the attitude for the advertisement and the product as well the purchase intention; and only when consumer was low involved, the effect existed.In Study Three, we tested 170 undergraduates to exam the regulatory fit effect between state regulatory focus Priming by experiment tasks and the message frame, as well the effect of the consumer's involvement. Results show that a significant effect between regulatory focus and message frame in the persuasion effect about advertising message; and only when consumer was low involved, the effect existed.In Study Four, awe tested 140 undergraduates to exam which kind of regulatory focus affected the persuasion effect about advertising message when both the trait regulatory focus and the state regulatory focus existed. Results showed that, only the fitness between state regulatory focus and message frame can enhance the persuasion effect about advertising message. And the trait Regulatory focus didn't interference the effect.