Diversification of Advertising Research Based on Regulatory Focus Theory

Abstract

Regulatory focus theory has most frequently been applied in the field of marketing and consumer research in recent years. This paper reviews the theory applied to research on advertising, which can be divided into three categories of regulatory focus research on (1) message framing in advertising, (2) the construal level of advertising message, and (3) the nonverbal components of advertisement. The literature review suggested that there is room for regulatory focus research on other nonverbal components of advertising as well as comparative studies on the moderating effects of culture.

Keywords

• regulatory focus
• regulatory fit
• message framing
• nonverbal communication