May I continue or should I stop? the effects of regulatory focus and message framings on video game players’ self-control
AbstractTwo types of motivations exist in terms of regulatory focus: a promotion orientation concerned with advancement and achievement and a prevention orientation concerned with safety and security. The central premise of this research is that promotion-focused and prevention-focused players differ in their sensitivity to message frames and therefore respond with different levels of self-control. This study adopted a 2 (message frames: positive vs. negative) × 2 (regulatory focus: promotion vs. prevention) between-subjects design; the results confirmed the hypotheses that, for promotion-focused players, negative messages are significantly effective in preventing them from becoming addicted to the games; meanwhile, for prevention-focused players, positive messages significantly influenced players, leading them to become addicted. Hence, video games’ negative and addiction-related messages should be enhanced whereas positive messages should be cautiously released.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 33544.
Date of creation: 22 Jun 2011
Date of revision:
Publication status: Published in International Journal of Business and Social Science 12.2(2011): pp. 194-200
Regulatory focus; regulatory fit; message frames; self-control; video game;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-10-01 (All new papers)
- NEP-CBE-2011-10-01 (Cognitive & Behavioural Economics)
- NEP-EXP-2011-10-01 (Experimental Economics)
- NEP-NEU-2011-10-01 (Neuroeconomics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Poels, Karolien & Dewitte, Siegfried, 2008. "Hope and self-regulatory goals applied to an advertising context: Promoting prevention stimulates goal-directed behavior," Journal of Business Research, Elsevier, vol. 61(10), pages 1030-1040, October.
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