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A Study on Differences in Attitudes and Memory Effects according to the Regulatory Focus Tendencies of Facebook Users and the Types of Message Appeals

Affiliations

  • Department of Advertising and Public Relations, Namseoul University, CheonAn, Korea, Republic of

Abstract


Background/Objectives: This study aims to empirically determine differences in memory effects according to the individual tendencies of Facebook business page users with regard to regulatory focus (promotion/prevention) and types of Facebook message (rational/emotional appeal). Methods/Statistical Analysis: To test the aforementioned hypotheses, this study used a 2 X 2 between-subjects factorial design. The two factors are the self-regulatory focus (promotion/ prevention focus) of subjects, and (2) the types of message appeals (rational/emotional). Thus, this experiment used a 2 X 2 between-subjects factorial design according to the self-regulatory focus (promotion vs. prevention focus) of subjects and the types of message appeals (rational/emotional), and conducted the analysis using Two-Way MANOVA. It is considered more valid to conduct MANOVA than repeating ANOVA for each dependent variable since it is grounded on relationships among dependent variables. Findings: First, emotional messages generated greater brand attitudes and memory effects among promotion-focused Facebook users. Second, prevention-focused Facebook users showed relatively high brand attitudes, with no difference between rational and emotional appeals. However, the memory effect was greater for emotional messages. Third, promotion-focused Facebook users tended to remember evaluation-focused information more than attribute-focused information. Fourth, unlike promotion-focused users, prevention-focused Facebook users tended to remember attribute-focused information more than evaluation-focused information. These users engage in systematic or cognitive information processing. Since prevention-focused users protect themselves from negative consequences such as risk or loss and try to increase their safety, they are extremely careful in their decision-making process. This motivates them to closely examine the attributes of the experimental product and remember the functions and features to be used in decision making. Application/Improvements: Since such users perceive their surroundings positively and place a greater emphasis on the benefits or achievements that can be obtained from products, they prefer emotional aspects in processing information on advertising models or other elements related to products

Keywords

Facebook, Memory Effects, Message Appeals, Regulatory Focus.

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