Advanced search
Publication Cover
Journal of Advertising Volume 35, 2006 - Issue 1
Submit an article Journal homepage
1,674
Views
117
CrossRef citations to date
0
Altmetric
Original Article

THE ROLE OF REGULATORY FOCUS IN MESSAGE FRAMING IN ANTISMOKING ADVERTISEMENTS FOR ADOLESCENTS

Yeung-Jo Kim Korea University
Pages 143-151 | Published online: 04 Mar 2013
 
Sample our Humanities journals, sign in here to start your FREE access for 14 days

Abstract

The present research addresses how framing may influence the effectiveness of advertising messages aimed at preventing smoking among adolescents. The research applies regulatory focus theory to explore the effectiveness of message framing in antismoking advertisements. The finding reveals that adolescents demonstrate (1) lower intentions to smoke, (2) lower perceived pharmacological benefits of smoking, and (3) lower perceived psychological benefits of smoking when the fit between the regulatory goal and the antismoking message frame is congruent (versus incongruent). Therefore, antismoking messages for adolescents with a promotion focus should emphasize promotion-related merits of abstaining from smoking, whereas antismoking messages for adolescents with a prevention focus should emphasize prevention-related merits of abstaining from smoking.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related Research Data

Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion
Source: Elsevier BV
Beyond pleasure and pain.
Source: American Psychological Association (APA)
How congruity between consumer mood and message framing influences intentions to recycle
Source: Emerald
Shifting Selves and Product Reviews: How the Effects of Product Reviews Vary Depending on the Self-Views and Self-Regulatory Goals of Consumers
Source: Informa UK Limited
Adult and youth response to the Massachusetts anti-tobacco television campaign.
Source: Ovid Technologies (Wolters Kluwer Health)
An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption
Source: Oxford University Press (OUP)
Positive and negative outcome expectations of smoking: implications for prevention.
Source: Elsevier BV
Subliminal priming and persuasion: Striking while the iron is hot
Source: Elsevier BV
“Being hooked” by a brand story: a view of regulatory focus
Source: Emerald
Distinguishing Gains from Nonlosses and Losses from Nongains: A Regulatory Focus Perspective on Hedonic Intensity
Source: Elsevier BV
Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review.
Source: Informa UK Limited
Differential Effects of Customers’ Regulatory Fit on Trust, Perceived Value, and M-Commerce Use among Developing and Developed Countries
Source: SAGE Publications
“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion
Source: Oxford University Press (OUP)
Antismoking Advertising Campaigns for Youth
Source: American Medical Association (AMA)
The Effects of Message Framing on Mammography Utilization
Source: American Psychological Association (APA)
Getting to the Truth: Evaluating National Tobacco Countermarketing Campaigns
Source: American Public Health Association
Moral value transfer from regulatory fit: what feels right is right and what feels wrong is wrong.
Source: American Psychological Association (APA)
The effect of message framing on breast self-examination attitudes, intentions, and behavior.
Source: American Psychological Association (APA)
The Development of an Advertising Campaign to Discourage Smoking Initiation among Children and Youth
Source: Informa UK Limited
How Self-Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making
Source: Wiley
Using involvement to understand individual responses to an issue: the case of New Zealand biosecurity
Source: Informa UK Limited
Adolescent Processing of Social and Physical Threat Communications
Source: Informa UK Limited
Fear Appeals: Segmentation is the Way to Go
Source: Informa UK Limited
The Role of Regulatory Focus and Self-View in “Green” Advertising Message Framing
Source: Informa UK Limited
Evaluation of antismoking advertising campaigns.
Source: American Medical Association (AMA)
Prejudice on the stage: Self‐monitoring and the public expression of group attitudes
Source: Wiley
Ideal versus ought predilections for approach and avoidance distinct self-regulatory systems.
Source: American Psychological Association (APA)
The Impact of Regulatory Focus, Temporal Orientation, and Fit on Consumer Responses to Health-Related Advertising
Source: Informa UK Limited
Healthy Kids: Examining the Effect of Message Framing and Polarity on Children's Attitudes and Behavioral Intentions
Source: Informa UK Limited
The Effects of Contextual Priming in Print Advertisements
Source: Oxford University Press (OUP)
The influence of message framing and issue involvement.
Source: SAGE Publications
When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior:
Source: SAGE Publications
Goals and Framing: How Outcome Focus Influences Motivation and Emotion
Source: SAGE Publications
The Role of Regulatory Focus, Social Distance, and Involvement in Anti-High-Risk Drinking Advertising: A Construal-Level Theory Perspective
Source: Informa UK Limited
All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects
Source: Elsevier BV
The indirect effects of advertisements designed to change product attribute beliefs
Source: Wiley
Implications for social marketing communication
Source: Emerald
Effects of displaying social enterprise certification information on consumers’ product evaluations and purchase intentions
Source: Informa UK Limited
Motivation by positive or negative role models: regulatory focus determines who will best inspire us.
Source: American Psychological Association (APA)
Strategic Packaging and Labelling Policies Affecting Purchase Intention Towards Harmful Products
Source: Springer International Publishing
Performance incentives and means: How regulatory focus influences goal attainment.
Source: American Psychological Association (APA)
Effective Communication Strategies for Hotel Guests’ Green Behavior
Source: SAGE Publications
Citizens’ and Farmers’ Framing of ‘Positive Animal Welfare’ and the Implications for Framing Positive Welfare in Communication
Source: MDPI AG
Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making
Source: Elsevier BV

Linking provided by 

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.