{"id":{"repo_id":"texas","oai_identifier":"oai:repositories.lib.utexas.edu:2152/ETD-UT-2011-05-3319"},"canonical_url":"https://search.dev.ndltd.org/etd/texas/oai:repositories.lib.utexas.edu:2152/ETD-UT-2011-05-3319","repository":{"repo_id":"texas","name":"University of Texas","base_url":"https://repositories.lib.utexas.edu/server/oai/request"},"display":{"title":"The interplay of regulatory focus and brand personality on persuasion in advertising","abstract":"This research experimentally investigated the interactive effects of regulatory focus and brand personality on persuasion in advertising. Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed that excitement brand personality was concerned with a promotion focus and when an exciting brand is advertised with a promotion focused message, the effectiveness of the advertisement was increased. In contrast, competence brand personality was concerned with prevention focus and when a competent brand is advertised with a prevention focused message, the effectiveness of the advertisement was increased.","abstract_html":"This research experimentally investigated the interactive effects of regulatory focus and brand personality on persuasion in advertising. Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed that excitement brand personality was concerned with a promotion focus and when an exciting brand is advertised with a promotion focused message, the effectiveness of the advertisement was increased. 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Specifically, the study sought to know whether the interplay would increase a positive attitude toward the advertisement, the brand and purchase intention. The results of this present research showed that excitement brand personality was concerned with a promotion focus and when an exciting brand is advertised with a promotion focused message, the effectiveness of the advertisement was increased. 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