{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/99099"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/99099","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"How different types of anticipated regret advertising messages interact with mood to influence purchase intention","abstract":"Thoughts about potential negative consequences of a certain action can influence people’s choice. To avoid feeling regretful, consumers generally change their original decision or attitude to ensure that a future outcome is congruent with their expectation. The effect of anticipated regret has been applied in health and safety domains for years. However, only a few studies that had applied the concept of anticipated regret in advertisements for general products. Combined with past findings that individuals’ affective states have a strong impact on their information processing strategies, the current study examines how different types of anticipated regret advertising messages (verbally framed vs. graphically framed) interact with consumer’s mood (positive vs. negative) to influence their attitudes and behavior toward the advertised product. The results revealed a significant main effect of message types. People tended to have better ad evaluation when the ad used graphically framed AR message compared with verbally framed AR message. However, there was no significant interaction between mood and AR message types on participants’ purchase intention. Implications and future research will be discussed.","abstract_html":"Thoughts about potential negative consequences of a certain action can influence people’s choice. To avoid feeling regretful, consumers generally change their original decision or attitude to ensure that a future outcome is congruent with their expectation. The effect of anticipated regret has been applied in health and safety domains for years. However, only a few studies that had applied the concept of anticipated regret in advertisements for general products. Combined with past findings that individuals’ affective states have a strong impact on their information processing strategies, the current study examines how different types of anticipated regret advertising messages (verbally framed vs. graphically framed) interact with consumer’s mood (positive vs. negative) to influence their attitudes and behavior toward the advertised product. The results revealed a significant main effect of message types. People tended to have better ad evaluation when the ad used graphically framed AR message compared with verbally framed AR message. However, there was no significant interaction between mood and AR message types on participants’ purchase intention. Implications and future research will be discussed.","abstract_has_math":false,"creators":["Wang, Mia"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Sar, Sela"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018-03-02T19:59:37Z","date_published":"2018-03-02T19:59:37Z","updated_at":"2026-07-22T22:24:37Z","subjects":["Anticipated regret","Mood"],"languages":["en"],"rights":["Copyright 2017 Mia Wang"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/99099","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Sar, Sela"]},{"key":"dc:creator","label":"Author","values":["Wang, Mia"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2018-03-02T19:59:37Z","2020-03-03T10:15:39Z","2017-07-17","2017-08"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Anticipated regret","Mood"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2017 Mia Wang"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/99099"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Thoughts about potential negative consequences of a certain action can influence people’s choice. To avoid feeling regretful, consumers generally change their original decision or attitude to ensure that a future outcome is congruent with their expectation. The effect of anticipated regret has been applied in health and safety domains for years. However, only a few studies that had applied the concept of anticipated regret in advertisements for general products. Combined with past findings that individuals’ affective states have a strong impact on their information processing strategies, the current study examines how different types of anticipated regret advertising messages (verbally framed vs. graphically framed) interact with consumer’s mood (positive vs. negative) to influence their attitudes and behavior toward the advertised product. The results revealed a significant main effect of message types. People tended to have better ad evaluation when the ad used graphically framed AR message compared with verbally framed AR message. However, there was no significant interaction between mood and AR message types on participants’ purchase intention. Implications and future research will be discussed.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2019-08-01","The student, Mia Wang, accepted the attached license on 2017-07-12 at 21:26.","The student, Mia Wang, submitted this Thesis for approval on 2017-07-12 at 21:49.","This Thesis was approved for publication on 2017-07-17 at 15:38.","DSpace SAF Submission Ingestion Package generated from Vireo submission #11441 on 2018-03-02 at 13:01:50","Made available in DSpace on 2018-03-02T19:59:37Z (GMT). No. of bitstreams: 2 WANG-THESIS-2017.pdf: 2948010 bytes, checksum: bfd61a82263ff060ebcfb1d944c01155 (MD5) LICENSE.txt: 4205 bytes, checksum: 1bb39d1a0fe34f56439288a19268feb7 (MD5) Previous issue date: 2017-07-17","Embargo set by: Seth Robbins for item 105053 Lift date: 2020-03-02T19:59:52Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","Embargo set by: Seth Robbins for item 105053 Lift date: 2020-03-02T20:02:46Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","U of I Only Restriction Lifted for Item 105053 on 2020-03-03T10:15:39Z."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["How different types of anticipated regret advertising messages interact with mood to influence purchase intention"]}]}],"canonical_facts":{"dc:contributor":["Sar, Sela"],"dc:creator":["Wang, Mia"],"dc:date":["2018-03-02T19:59:37Z","2020-03-03T10:15:39Z","2017-07-17","2017-08"],"dc:description":["Thoughts about potential negative consequences of a certain action can influence people’s choice. To avoid feeling regretful, consumers generally change their original decision or attitude to ensure that a future outcome is congruent with their expectation. The effect of anticipated regret has been applied in health and safety domains for years. However, only a few studies that had applied the concept of anticipated regret in advertisements for general products. Combined with past findings that individuals’ affective states have a strong impact on their information processing strategies, the current study examines how different types of anticipated regret advertising messages (verbally framed vs. graphically framed) interact with consumer’s mood (positive vs. negative) to influence their attitudes and behavior toward the advertised product. The results revealed a significant main effect of message types. People tended to have better ad evaluation when the ad used graphically framed AR message compared with verbally framed AR message. However, there was no significant interaction between mood and AR message types on participants’ purchase intention. Implications and future research will be discussed.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2019-08-01","The student, Mia Wang, accepted the attached license on 2017-07-12 at 21:26.","The student, Mia Wang, submitted this Thesis for approval on 2017-07-12 at 21:49.","This Thesis was approved for publication on 2017-07-17 at 15:38.","DSpace SAF Submission Ingestion Package generated from Vireo submission #11441 on 2018-03-02 at 13:01:50","Made available in DSpace on 2018-03-02T19:59:37Z (GMT). No. of bitstreams: 2 WANG-THESIS-2017.pdf: 2948010 bytes, checksum: bfd61a82263ff060ebcfb1d944c01155 (MD5) LICENSE.txt: 4205 bytes, checksum: 1bb39d1a0fe34f56439288a19268feb7 (MD5) Previous issue date: 2017-07-17","Embargo set by: Seth Robbins for item 105053 Lift date: 2020-03-02T19:59:52Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","Embargo set by: Seth Robbins for item 105053 Lift date: 2020-03-02T20:02:46Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system","U of I Only Restriction Lifted for Item 105053 on 2020-03-03T10:15:39Z."],"dc:format":["application/pdf"],"dc:identifier":["http://hdl.handle.net/2142/99099"],"dc:language":["en"],"dc:rights":["Copyright 2017 Mia Wang"],"dc:subject":["Anticipated regret","Mood"],"dc:title":["How different types of anticipated regret advertising messages interact with mood to influence purchase intention"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:24:37Z"}