"People" can be better than "you": The moderating role of regulatory focus on self-referencing messages in physical activity promotion campaigns among college students. Issue 3 (3rd July 2017)

• Record Type: Journal Article
• Authors: Lee, Seungae; Mackert, Michael
• Is Part Of: Health marketing quarterly. Volume 34:Issue 3(2017)
• Page Start: 157
• Page End: 174
• Publication Date: 2017-07-03
• Subjects: Biased elaboration -- regulatory focus theory -- self-defensive process -- self-referencing; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2017.1346429
• Languages: English
• ISSNs: 0735-9683

Abstract

ABSTRACT: Self-referencing effects explain why many advertisements try to relate people with the ads; when an individual relates an ad to the self, the person will be more likely to recall the ad. However, this study revealed that the regulatory focus of messages is a boundary condition for self-referencing strategy. Self-referencing did not yield a positive persuasion effect in prevention-focused messages. The underlying message process analyses further revealed people avoid elaborating prevention-focused messages when used with self-referencing, rather than viewing them in a biased manner. The findings provide guidance for health communication practitioners' use of self-referencing statements.