Department of Educational Psychology and Counseling, National Hsinchu University of Education, Hsinchu City, Taiwan.
Int J Psychol. 2012;47(2):142-53. doi: 10.1080/00207594.2011.628672. Epub 2011 Dec 12.
This research explores the interaction effects of message sidedness and argument quality of ads on how either promotion-focused or prevention-focused individuals engender their ad attitudes. Two hundred and forty undergraduates were randomly assigned to a 2 (regulatory focus: prevention-focus/promotion-focus) × 2 (message sidedness: one-sided messages/two-sided messages) × 2 (argument quality (AQ): weak/strong) between-subjects design. Results indicate that promotion-focused individuals tend to engender more favourable attitudes to weak AQ ads than strong AQ ads, whereas prevention-focused individuals tend to engender more favourable attitudes to strong AQ ads than weak AQ ads. In addition, results indicate more favourable attitudes for one-sided messages over two-sided messages for promotion-focused individuals, as well as more favourable attitudes for two-sided messages over one-sided messages for prevention-focused individuals. Furthermore, one-sided messages result in more favourable ad attitudes when linked with weak AQ for promotion-focused individuals; in contrast, two-sided messages elicit more favourable ad attitudes when linked with strong AQ for prevention-focused individuals. Results suggest that message sidedness and argument quality are closely related to regulatory focus, which has a direct impact on ad attitudes. Practical implications, theoretical contributions, limitations and directions for future research are discussed.
本研究探讨了广告信息片面性和论点质量对促进导向个体和预防导向个体如何形成广告态度的交互作用。240 名本科生被随机分配到 2（监管焦点：预防焦点/促进焦点）×2（信息片面性：片面信息/双面信息）×2（论点质量（AQ）：弱/强）的被试间设计。结果表明，促进导向个体倾向于对弱 AQ 广告产生更有利的态度，而对强 AQ 广告则产生更不利的态度，而预防导向个体则倾向于对强 AQ 广告产生更有利的态度，而对弱 AQ 广告则产生更不利的态度。此外，结果表明，对于促进导向个体来说，片面信息比双面信息产生更有利的态度，而对于预防导向个体来说，双面信息比片面信息产生更有利的态度。此外，对于促进导向个体来说，当与弱 AQ 结合时，片面信息会导致更有利的广告态度；相反，当与强 AQ 结合时，对于预防导向个体来说，双面信息会产生更有利的广告态度。研究结果表明，信息片面性和论点质量与监管焦点密切相关，而监管焦点直接影响广告态度。讨论了实际意义、理论贡献、局限性和未来研究方向。
