The effects of incentive types and appeal regulatory framing in travel advertising

Abstract

What types of incentives and regulatory-framed advertising appeals are preferable when the promoted travel destination in a travel advert is spatially distant vs. near? Based on construal-level theory, this paper addresses this question by investigating whether there is a matching effect between the spatial distance of the travel destination and the incentives or the regulatory-framed appeals in ads. The experimental results indicate that when the promoted travel destination is spatially distant, consumers prefer non-monetary incentives and promotion-framed appeals. When the travel destination is spatially near, however, monetary incentives and prevention-framed appeals can generate better advertising effectiveness.

Keywords:

• advertising
• construal-level theory
• spatial distance
• incentive types