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Regulatory fit effects of gender and marketing message content

Author

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  • McKay-Nesbitt, Jane
  • Bhatnagar, Namita
  • Smith, Malcolm C.

Abstract

Many US adults do not get enough daily physical activity. To change behavior, governments and other agencies design marketing messages encouraging more physical activity. A lab experiment draws on Regulatory Focus Theory to examine health communication's persuasive effects on physical activity. This study identifies gender differences in chronic regulatory focus and shows that congruence between message regulatory focus and the message recipient's gender is effective, particularly for males. Results also show that emotions mediate regulatory fit effects on intentions. Further, chronic regulatory focus mediates these effects on emotions. Results inform implications for theory as well as for practitioners who design health-marketing messages.

Suggested Citation

  • McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:11:p:2245-2251
    DOI: 10.1016/j.jbusres.2012.02.004
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    References listed on IDEAS

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    Cited by:

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    2. Rosario J. Marrero & Mónica Carballeira & Juan A. Hernández-Cabrera, 2020. "Does Humor Mediate the Relationship Between Positive Personality and Well-Being? The Moderating Role of Gender and Health," Journal of Happiness Studies, Springer, vol. 21(3), pages 1117-1144, March.
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    4. Paweł Bryła, 2021. "The Impact of Consumer Schwartz Values and Regulatory Focus on the Willingness to Pay a Price Premium for Domestic Food Products: Gender Differences," Energies, MDPI, vol. 14(19), pages 1-15, September.

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