The interplay of regulatory focus and brand personality on persuasion in advertising

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.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Advertising

Grantor

University of Texas at Austin

Year dc:date.issued

2011

Author dc:creator

• Kim, Dong Hoo

Advisor dc:contributor.advisor

• Sung, Yongjun

Committee member dc:contributor.committeemember

• Choi, Sejung Marina

• Regulatory focus
• Brand personality
• Advertising

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/2152/ETD-UT-2011-05-3319

OAI identifier oai:identifier

oai:repositories.lib.utexas.edu:2152/ETD-UT-2011-05-3319