“People” Can Be Better Than “You”: The Moderating Role of Regulatory Focus On Self-Referencing Messages in Physical Activity Promotion Campaigns Among College Students
- Authors
- Lee, Seungae; Mackert, Michael
- Issue Date
- Jul-2017
- Publisher
- Taylor & Francis
- Keywords
- Biased elaboration; regulatory focus theory; self-defensive process; self-referencing
- Citation
- Health Marketing Quarterly, v.34, no.3, pp.157 - 174
- Indexed
- SCOPUS
- Journal Title
- Health Marketing Quarterly
- Volume
- 34
- Number
- 3
- Start Page
- 157
- End Page
- 174
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/151955
- ISSN
- 0735-9683
- 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.
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