Exploring the nexus between persuasive principles and regulatory focus: an online experiment
Consumers’ regulatory focus plays an important role in their evaluation of products and advertisements. In this article, we examine the impact of using persuasive principles to tailor messages to consumers’ regulatory focus on message attitude, brand attitude, and purchase intention. Step 1 of the s...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2501489 |
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