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May I continue or should I stop? the effects of regulatory focus and message framings on video game players’ self-control

Author

Listed:
  • Ho, Shu-Hsun
  • Putthiwanit, Chutinon
  • Lin, Chia-Yin

Abstract

Two 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.

Suggested Citation

  • Ho, Shu-Hsun & Putthiwanit, Chutinon & Lin, Chia-Yin, 2011. "May I continue or should I stop? the effects of regulatory focus and message framings on video game players’ self-control," MPRA Paper 33544, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:33544
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    File URL: https://mpra.ub.uni-muenchen.de/33544/2/MPRA_paper_33544.pdf
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    References listed on IDEAS

    as
    1. 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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    More about this item

    Keywords

    Regulatory focus; regulatory fit; message frames; self-control; video game;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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