Jhih-Syuan Lin, Jooyoung Kim, Juan Meng, and Hanyoung Kim. “Consumer Responses Toward Cosmeceutical Advertising: Roles of Regulatory Fit and Implications for Skin Cancer Prevention.” Paper will be presented at the 2017 AAA conference.
Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between regulatory focus and advertising claims in determining attitude change and purchase intentions toward cosmeceutical sunscreen products. The findings suggest that promotion-focused consumers respond more favorably toward ads featuring hedonic/performance-related attributes, whereas prevention-focused consumers demonstrated greater persuasive effects toward ads featuring utilitarian/reliability-related attributes. Cosmeceutical advertising that speaks to consumer motivations are effective in resolving attitudinal ambivalence and promoting purchase related to sun-protective behaviors. Theoretical and managerial implications are discussed.
Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. […]
Bartosz WojdynskiCamila EspinaKate KeibJennifer MalsonHyejin BangYen-I Lee
Image and framing effects on perceptions of self-efficacy and body satisfaction
Abstract: This study, in the context of encouraging participants to enroll in a company’s employee wellness program, uses gain-loss framing (Rothman & Salovey, 1997) and social comparison theory (Festinger, 1954) to examine the effects of messages on participant perceptions of self-efficacy for maintaining a healthy weight, consuming healthful foods and body satisfaction. A 2 (framing: […]