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Advertising And Product Trial - The Effect Of Message’S Regulatory Focus And Product Type On Consumer Evaluations


  • Camelia C. MICU

    (Fairfield University, 1073 North Benson Road Fairfield, CT 06824, USA)


The objective of this research is to examine the effect of message’s regulatory focus (promotion versus prevention) and product types (hedonic versus utilitarian) on advertising effectiveness, as well as how direct product experience alters these effects. The findings show that, for hedonic products, promotion messages are more persuasive, generate more positive product attitudes, and willingness to pay a higher price than prevention messages. For utilitarian products, prevention messages are more persuasive and generate more positive product attitudes than promotion messages. However, product trial moderates most of these effects. Managerial implications of these results are discussed.

Suggested Citation

  • Camelia C. MICU, 2010. "Advertising And Product Trial - The Effect Of Message’S Regulatory Focus And Product Type On Consumer Evaluations," Management & Marketing, Economic Publishing House, vol. 5(4), Winter.
  • Handle: RePEc:eph:journl:v:5:y:2010:i:4:n:3

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