Shao, Wei; Grace, Debra; Ross, Mitchell - In: Marketing Intelligence & Planning 33 (2015) 4, pp. 612-632
Purpose – The purpose of this paper is to examine the dynamics of self-regulatory focus (SRF) in the context of advertising effectiveness pertaining to rational vs emotional appeals. Past research has dichotomized self-regulatory (SR) foci (i.e. prevention or promotion) on the basis of an...