THE ROLE OF REGULATORY FOCUS AND SELF-VIEW IN "GREEN" ADVERTISING MESSAGE FRAMING

This research draws on theoretical perspectives related to regulatory focus and self-view in the context of "green" advertising appeals. A pattern of results similar to that typically reported in the literature is replicated (i.e., promotion-framed messages are more persuasive for individuals with an active independent self-view, whereas prevention-framed messages are more persuasive for individuals with an active interdependent self-view)-but only when persuasive messages focus on personal health appeals. A considerably different set of relationships is observed when messages focus on environmental appeals. Consistent with our theoretical expectations regarding goal compatibility effects, prevention-(as opposed to promotion-) focused environmental appeals generated more favorable attitudes for individuals who are situationally primed to have an independent self-view. In the interdependent self-view condition, the promotion-focused appeals performed as well as or better than the prevention-focused appeals. The theoretical and managerial implications of these findings are discussed, and future research directions are offered.