Diversification of Advertising Research Based on Regulatory Focus Theory

DOI Web Site 19 References Open Access
  • Ono Makoto
    School of Global Japanese Studies, Meiji University, Japan

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  • 制御焦点理論を援用した広告研究の多様化

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<p>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.</p>

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