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The effects of incentive types and appeal regulatory framing in travel advertising

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  • Hsuan-Yi Chou
  • Nai-Hwa Lien

Abstract

What types of incentives and regulatory-framed advertising appeals are preferable when the promoted travel destination in a travel advert is spatially distant vs . near? Based on construal-level theory, this paper addresses this question by investigating whether there is a matching effect between the spatial distance of the travel destination and the incentives or the regulatory-framed appeals in ads. The experimental results indicate that when the promoted travel destination is spatially distant, consumers prefer non-monetary incentives and promotion-framed appeals. When the travel destination is spatially near, however, monetary incentives and prevention-framed appeals can generate better advertising effectiveness.

Suggested Citation

  • Hsuan-Yi Chou & Nai-Hwa Lien, 2010. "The effects of incentive types and appeal regulatory framing in travel advertising," The Service Industries Journal, Taylor & Francis Journals, vol. 32(6), pages 883-897, November.
    • Handle: RePEc:taf:servic:v:32:y:2010:i:6:p:883-897
    DOI: 10.1080/02642069.2010.545878
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