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Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness

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Advances in Advertising Research (Vol. IV)

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Abstract

Advertising researchers have been interested in who their audience is, how they process the advertisement, where they process it better, what they are expected to learn and what they actually remember and ultimately whether these advertisements work towards a multiplicity of goals like creating awareness or motivating purchase. Fundamental psychological theories like Elaboration Likelihood Model (ELM) (Petty, Cacioppo & Schumann, 1983) have been employed in this research quest and this study is an effort to bring together one of the most recent motivational theories of the regulatory focus together with the involvement literature which is rather long standing and possesses high predictability power.

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Author information

Authors and Affiliations

  1. Department of Management and Marketing, Bogazici University, Bebek, Istanbul, 34342, Turkey

    Ezgi Merdin & Mina Seraj

Authors
  1. Ezgi Merdin
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  2. Mina Seraj
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Correspondence to Ezgi Merdin .

Editor information

Editors and Affiliations

  1. School of Economics, Stockholm, Sweden

    Sara Rosengren

  2. School of Economics, Stockholm, Sweden

    Micael Dahlén

  3. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

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Merdin, E., Seraj, M. (2013). Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_25

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