The Effect of Demarketing Message Regulatory Focus on Advertising Persuasiveness：The Moderating Effect of Temporal Distance and Mood

• Main Authors: Yu-Jing Yang, 楊育菁
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/z23sm3

碩士 === 國立雲林科技大學 === 企業管理系 === 103 === Due to the increase in population and wealth, consumers’ demands gradually increased. Thus, manufacturers developed various resources to satisfy consumers’ demands. However, manufacturers had not considered the influence of developing resources on environment. They gradually became anxious until the negative influence of accelerated consumption in resources is found. Under such situation, people gradually pay attention to demarketing with the goal of reducing demands. The situation in the previous studies is often in the general marketing status, and demarketing is seldom discussed. Therefore, this study selected counter-marketing and general demarketing from the types of demarketing as the situation design. Demarketing was used to discuss the persuasiveness of message regulatory focus, and whether temporal distance and consumers’ mood will influence the effectiveness. This study carried out a 2(Demarketing: counter-marketing, general demarketing) x 2(Message regulatory focus: promotion, prevention) x 2(Temporal distance: near, distant) x 2(Mood: positive, negative) between-subject experimental design, and used the questionnaire as a data collection tool. The results showed that adopting promotion focus message has better persuasiveness than adopting prevention focus in counter-marketing. If temporal distance is added, there is no significant influence in their persuasiveness no matter which message regulatory focus is adopted. If consumers’ mood is added and the mood is positive, adopting promotion focus message has better persuasiveness; when the mood is negative, attitude towards advertising show that there is no significant difference between the two kinds of regulatory focus message, while attitude towards concept shows that adopting promotion focus message has better persuasiveness. If temporal distance and consumers’ mood are added at the same time, no matter whether the mood is good or not, when temporal distance is short, there is no significant difference in persuasiveness between the two kinds of message regulatory focus; when temporal distance is distant, adopting promotion focus has better persuasiveness. In the general demarketing, adopting prevention focus message has better persuasiveness than adopting promotion focus. If temporal distance is added, when temporal distance is short, there is no significant difference in persuasiveness between the two kinds of message regulatory focus; when temporal distance is distant, adopting prevention focus message has the better persuasiveness. If consumers’ mood is added, no matter whether the mood is positive or negative, it shows that prevention focus message has the better persuasiveness. If temporal distance and consumers’ mood are added at the same time, when the mood is positive and temporal distance is near, adopting prevention focus message has the better persuasiveness; when temporal distance is distant, there is no obvious difference; when the mood is negative and temporal distance is near, adopting promotion focus message has the better persuasiveness; when temporal distance is distant, adopting prevention focus has the better persuasiveness.