Effects of regulatory fit of various advertising elements on consumer response

2022 Fiscal Year Final Research Report

• Project/Area Number: 21K20158
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Multi-year Fund
• Review Section: 0107:Economics, business administration, and related fields
• Research Institution: Meiji University
• Principal Investigator: Ono Makoto 明治大学, 国際日本学部, 専任講師 (40911219)
• Project Period (FY): 2021-08-30 – 2023-03-31
• Keywords: 制御焦点理論 / 広告構成要素

Outline of Final Research Achievements

Previous research based on regulatory focus theory, which is the leading trend in advertising research using consumer information processing approach, has focused only on whether the advertising message is promotional or preventive. The purpose of this research is to identify the effect of promotional or preventive advertising elements other than the message on the advertising response of consumers with a specific regulatory focus. First, we picked up noteworthy research from regulatory focus theory-based advertising research, wrote a review paper, and then conducted research to demonstrate whether regulatory fit is important for specific advertising elements (celebrity endorsement, gesture, and advertising music).

Free Research Field

マーケティング、広告

Academic Significance and Societal Importance of the Research Achievements

本研究は、「個々の広告視聴者にとって、より高い効果を及ぼす広告とは？」という広告実務家、広告研究者にとって最も重要な「問い」の一つに対して、実証研究によっていくつかの最新の知見を見出した。それと同時に、我が国においては立ち遅れている広告研究分野において、世界的に見て注目を集めている「制御焦点理論」を基盤に据えた研究潮流に乗って、新しい広告論のテーゼを創出することによって、国際学会での採択や受賞など世界的な評価を獲得できた。