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Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals

Author

Listed:
  • Kara Chan

    (Hong Kong Baptist University)

  • Jingyuan Shi

    (Hong Kong Baptist University)

  • Luisa Agante

    (University of Porto)

  • Suzanna J. Opree

    (Erasmus University Rotterdam)

  • Thanaseelen Rajasakran

    (Universiti Tunku Abdul Rahman)

Abstract

While there is support for regulatory fit theory in predicting the communication effectiveness of promotion-framed and prevention-framed messages in advertisements, it is not certain if the theory can be extended to predict the effectiveness of promotion-oriented and prevention-oriented advertising appeals. This study examines the interplay of regulatory focus as well as the endorsement of collectivism and individualism among adolescents in predicting the perceived effectiveness of promotion-oriented and prevention-oriented public service advertising appeals. Data was collected from a convenience sample of 407 Chinese secondary school students aged 12 to 19 in Hong Kong. Results support the regulatory fit theory. Among the respondents, vertical collectivism was not a significant predictor for the perceived effectiveness of either promotion- or prevention-oriented appeals. Horizontal individualism was a significant predictor for the perceived effectiveness of the loss avoidance PSA appeal. Respondents’ horizontal collectivism scores were positive predictors for the perceived effectiveness of both promotion and prevention-oriented appeals.

Suggested Citation

  • Kara Chan & Jingyuan Shi & Luisa Agante & Suzanna J. Opree & Thanaseelen Rajasakran, 2022. "Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 37-51, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00291-6
    DOI: 10.1007/s12208-021-00291-6
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    References listed on IDEAS

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