THE IMPACT OF REGULATORY FOCUS, TEMPORAL ORIENTATION, AND FIT ON CONSUMER RESPONSES TO HEALTH-RELATED ADVERTISING

This research examines the effects of message framing of health advertisements and individual differences in temporal orientation on consumer risk perceptions, attitude, and behavioral intentions. Results from two between-subjects experiments indicate that consumers I temporal orientation moderates ad-framing effects related to goal pursuit strategies (GPS). In Study 1, a GPS manipulation in the ad message has a significant influence on consumers' attitude toward the ad; this effect is moderated by temporal orientation, however. Also, results suggest that consumer risk perceptions mediate the interaction effect. Study 2 demonstrates that a "fit" between a GPS manipulation in the ad and consumers' chronic regulatory focus increases the effectiveness of the advertisement, but the regulatory fit effect is moderated by temporal orientation. Implications are offered for theory, as well as for creators of public service advertising campaigns.