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Promotion- vs. Prevention-Focused Youth Consumers
-- Persuasiveness of Antismoking Ads
中国市场营销中心中山大学 管理学院
May 2006
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报告的目的 给大家介绍一个新兴的有关个体自我调管 (self
regulation) 的心理学理论
用一个研究实例向大家演示该理论对消费者研究的指导意义及其在该领域里的应用
给大家展示一个典型的西方消费者试验实证研究 - Experiment study
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Which Ad Is More Persuasive?
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Which Ad Is More Persuasive?
It depends ?
Boundary conditions Why are boundary conditions important?
It is the reason and base for market segmentation For example,
Since male vs. female consumers respond differently to the same marketing strategy, marketers design different Products for the two segments, charge different Price, sell the product at different Place, and use different Promotion strategy
The goal of many, if not most, consumer research is to identify the boundary conditions for various marketing phenomena
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Regulatory Focus Theory
Regulatory Focus Theory (Higgins 1997, American Psychologist) has emerged as A powerful new theory For predicting how advertising persuasion
might depend on a viewer characteristic called the viewers’ regulatory focus
Currently, one of the hottest consumer research topic
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Regulatory Focus Theory
At any moment in time, an individual is guided by one of two regulatory foci Promotion FocusPromotion Focus
Motivated to make advancements Pay attention to achievement information
PreventionPrevention FocusFocus Motivated to attain security Pay attention to safety information
Predisposition; approx. 50/50 split (Higgins 1987)
Situational activation
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Two Types of Consumers
Two types of consumers Promotion-focusedPromotion-focused consumers
Motivated by achievements and advancements Prevention-focused consumersPrevention-focused consumers
Motivated by security and safety
Behaviors of adults are steered by regulatory focus Preference for status quo (Chernev 2004)
Arguments vs. affective responses (Pham & Avnet 2004)
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Two Types of Youths or One?
Are there two types of youth consumers? Promotion- vs. prevention-focused No empirical evidence
Many social advertising messages adopt a prevention orientation, e.g., antismoking ad: smoking causes lung
cancers (Pechmann et al. 2003)
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Two Types of Youths or One?
Research in adolescent psychology tends to indicate youths are predominantly prevention-focused Stressful transitions and negative life events
Bodily changes, transition to schools, peer expectations, and relationships and roles within the family (Larson et al. 2002)
Emotional changes More frequent and intense negative emotions and emotional turmoil
(Buchanan et al. 1992) Cognitive changes
Envision social threats to their well-being that they never previously considered (Larson and Richards 1994)
Self-control Psychological immaturity, or weak inhibitory control Pursue reckless and risky activities (Cauffman & Steinberg 2000)
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Two Types of Youths or One?
Consumer research highlights another aspect of youth behavior – demonstrate self-worth Adolescents are highly attuned to image advertising
Look better, feel better, attract sexual interest, and impress friends (Masten 2004)
Interest in high-status products with image (vs. functional) attributes (Solomon 1983)
Symbolic interactionism theory (Solomon 1992) Consumers buy products not for functional attributes but
rather for image attributes as consumption symbols In periods of transition, a person’s uncertainty about his
ability to attain a desired role state can cause a greater reliance on consumption symbols
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Two Types of Youths or One?
Regulatory Focus Theory (Higgins 1997) RF develops from early childhood socialization
experiences such as caretaker-child interactions Promotion focus is instilled when caretakers
repeatedly set up opportunities for the child to engage in rewarding activities
Prevention focus is implanted when caretakers constantly train the child to be alert to potential dangers
RF roots in early childhood development & further develop in adolescence
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Promotion vs. Prevention-Focused Youths
Two types of youths Promotion focused youths
Motivated to realize achievements & accomplishments Prevention focused youths
Motivated to meet responsibilities & security
Distinct motivation process Motivated by different types of pleasures, though in
general both are driven to approach pleasure Promotion -- pleasure of social approval Prevention -- pleasure of evading social disapproval
Approach same end-state & fulfill same goal for different reasons
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Promotion vs. Prevention-Focused Youths: An Example
One effective approach is to convey that smoking leads to social disapproval (Flynn et al. 1992; Pechmann et al. 2003)
Prevention focus Not smoking to avoid social disapproval
Other youths might respond better to messages about how not smoking leads to social approval Promotion focus Not smoking to attain social approval
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Four Antismoking Messages
IncurIncurDisapprovalDisapproval
Forgo Approval
Avoid Disapproval
AttainAttain
ApprovalApproval
IncurIncurDisapprovalDisapproval
Forgo Approval
Avoid Disapproval
AttainAttain
ApprovalApprovalMessageMessageFocusFocus
ApprovalApproval
DisapprovalDisapproval
Message Frame
Positive Negative
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Four Antismoking Messages
MessageMessageFocusFocus
Message FramePositive Negative
BenefitBenefit
CostCost
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Study Overview
Subjects About 1,200; 9th graders; 5 local high schools
Experimental Design 2 x 2 x 2: Message Focus, Message Frame, and
Viewer Regulatory Focus Between-subjects factorial Regulatory focus measured in Study 1; Regulatory focus manipulated in Study 2; Results
were virtually identical to those in Study 1 Main dependent variable
Intention not to smoke
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Findings
*: significantly different from other messages, p < .05
Promotion Focus
Ben
efit
-Neg
ativ
e
Co
st-P
osi
tive
Co
st-N
egat
ive
Co
ntr
ol
Ben
efit
-Po
siti
ve *
3
3.5
4
4.5
5
Messages
Inte
nti
on
No
t to
Sm
oke
Prevention Focus
Ben
efit
-Po
siti
ve
Ben
efit
-Neg
ativ
e
Co
st-P
osi
tive
Co
ntr
ol
Co
st-N
egat
ive
*
3
3.5
4
4.5
5
Messages
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Marketing Implications
Use for Use for PreventionPrevention focused focused
consumersconsumers
Use for Use for PromotionPromotion focused focused
consumersconsumers
Social Marketing
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Marketing Implications
Use for Use for PreventionPrevention focused focused
consumersconsumers
Use for Use for PromotionPromotion focused focused
consumersconsumers
Consumer Marketing