The preference analysis of baseball equipment consumers: The role of regulatory focus, construal level and message frame Jun Yeon Mun, Kwang-Min Cho*, & Yoon-Sung Ma Yonsei University [Purpose] [Methods] [Results] Key words:
Fig. 1. Research model
Table 1. General characteristics of the subjects (n=318) Demographic n % Gender Male 318 100 20s 28 8.9 Age 30s 188 59.1 40s 97 30.5 Over 50s 5 1.5 1 108 34.0 2 103 32.4 Participate in 3 46 14.4 The League More then 4 41 12.9 No response 20 6.3 Years at Participant Salary Less than 1 year 29 9.1 1-5 year 146 45.9 5-10 year 84 26.4 10-15 year 32 10.1 More then 15 year 27 8.5 Less then 1,000,000 16 5.0 1,000,000-2,000,000 29 9.1 2,000,000-4,000,000 180 56.6 4,000,000-7,000,000 71 22.4 More then 7,000,000 22 6.9
Table 2. Summary of scales used Variable Regulatory focus Construal level Message framing of equipments Items 1. In general, I am focused on preventing negative events in my life 2. I am anxious that I will fall short of my responsibilities and obligations. 3. I frequently imagine how I will achieve my hopes and aspirations. 4. I often think about the person I am afraid I might become in the future. 5. I often think about the person I would ideally like to be in the future. 6. I typically focus on the success I hope to achieve in the future. 7. I often worry that I will fail to accomplish my business goals. 8. I often think about how I will achieve business success. 9. I often imagine myself experiencing bad things that I fear might happen to me. 10. I frequently think about how I can prevent failures in my life. 11. I am more oriented toward preventing losses than I am toward achieving gains. 12. My major goal in company right now is to achieve my business ambitions. 13. My major goal in company right now is to avoid becoming an business failure. 14. I see myself as someone who is primarily striving to reach my ideal self to fulfill my hopes, wishes, and aspirations. 15. I see myself as someone who is primarily striving to become the self I ought to be to fulfill my duties, responsibilities, and obligations. 16. In general, I am focused on achieving positive outcomes in my life. 17. I often imagine myself experiencing god things that I hope will happen to me. 18. Overall, I am more oriented toward achieving success than preventing failure. 1. I think the discount period of this product is sufficient. 1. This advertisement is considered to highlight the positive aspect of the product. 1. The goods in the advertisement are good 2. The goods in the advertisement are favorable. 3. The product in the advertisement gives a positive image. (Promotion: 3, 5, 6, 8, 12, 14, 16, 17, 18; Prevention: 1, 2, 4, 7, 9, 10, 11, 13, 15)
Table 3. Manipulation verification Construal Level Message Frame high-level 1.570.660 low-level 4.010.778 positive 4.180.723 negative 1.910.749 m sd t p -29.777.000 27.518.000 Table 4. T-test of the preference in accordance with the regulatory focus Regulatory Focus Promotion (n=161) Prevention (n=157) m sd t p 3.712 1.166 3.458 1.088 2.003.046 Table 5. T-test of the preference in accordance with the construal level on promotion focus customer Construal Level Near (n=85) Distance (n=76) m sd t p 4.086 1.028 3.293 1.176 4.560.000 Table 6. T-test of the preference in accordance with message framing of promotion focus customer Message Framing Positive (n=86) Negative (n=75) m sd t p 3.914 1.230 3.480 1.050 2.392.018
Table 7. Variance analysis of the preference in accordance with the construal level and message framing on promotion focus customer Advertisement Type Near, Positive (n=43) Near, Negative (n=42) ƒfar, Positive (n=39) Far, Negative (n=37) m sd F p 4.496.793 3.625 1.075 3.276 1.314 3.314 1.009 12.239.000 Table 9. T-test of the preference in accordance with message framing of prevention focus customer Advertisement Type Positive (n=74) Negative (n=83) m sd t p 3.527 1.081 3.397 1.098.742.459 Table 8. T-test of the preference in accordance with the construal level on prevention focus customer Construal Level Near (n=75) Far (n=82) m sd t p 3.315 1.109 3.589 1.059-1.582.116 Table 10. Variance analysis of the preference in accordance with he construal level and message framing on prevention focus customer Advertisement Type Near, Positive (n=38) Near, Negative (n=37) ƒfar, Positive (n=40) Far, Negative (n=42) m sd F p 3.276 1.006 3.350 1.157 3.752 1.056 3.441 1.053 1.419.239
Aaker, J., & Angela, L. (2001). I seek pleasures and we avoid Pains: The Role of self-regulatory goals in Information Processing and persuasion. Journal of Consumer Research, 28(2), 33-49. Block, L., & Keller, P. A. (1995). When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-relative behavior. Journal of Marketing Research, 32, 192-203. Chandran, S., & Menon, G. (2004). When a day means more than a year: effects of temporal framing on judgments of health risk. Journal of Consumer Research, 31(2), 375-389. Chang, C. T. (2008). Ad framing effects for consumption products: An affect priming process. Psychology & Marketing, 25(1), 24-46. Chen, C., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122. Cox, A. D., & Cox, A., D. (2001). Understanding consumer responses to product risk information. Journal of Marketing, 70(1), 79-91. Einhorn, H., & Hogarth, R. (1981). Regulatory focus and strategic inclinations: Promotion and Prevention in decision-making. Organizational Behavior and Human Decision Process, 69, 117-132. Higgins, E. T. (1997). Beyond Pleasure and Pain. American Psychologist, 52(12), 1280-1300. Higgins, E. T. (1998). Promotion and Prevention: Regulatory Focus As A motivational Principle. Advances in Experimental Social Psychology, 30, 1-41. Keller, P. A., Lipkus, I. M., & Rimer, B. K. (2003). Affect, framing and persuasion. Journal of Marketing Research, 40(2), 54-64. Kim, M. J. (2015). The Influence of Message Framing, Temporal Distance, and Regulatory Focus on Advertising Attitude. Master s degree Dissertation, The Graduate School of Ewha Womans University. Kirmani, A., & Zhu, R. (2007). Vigilant Against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge. Journal of Marketing Research, 44(4), 688-701. Lee, A. Y., & Aaker, J. L.(2004). Bridging the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion. Journal of Personality and Social Psychology,
86(2), 205-218. Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational Behavior and Human Decision Processes, 76, 149-188. Liberman, N., & Trope, Y. (1998). The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal construal theory. Journal of Personality and Social Psychology, 75(7), 5-18. Lockwood, P., Jordan, C. H., & Kunda, Z. (2002). Motivation by positive or negative role models: Regulatory focus determines who will best inspire us. Journal of Personality and Social Psychology, 83(4), 854-864. Maheswaran, D., & Meyers, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 361-367. Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes intentions and behavior. Journal of Personality and Social Psychology, 52, 500-510. Micu, C. C., & Chowdhury, T. G. (2010). The effect of message s regulatory focus and product type on persuasion. Journal of Marketing Theory and Practice, 18(2), 181-190. Mogilner, C., Jennifer, L., Aaker, J., & Ginger, L. P. (2008). Time Will Tell: The Distance Appeal of Promotion and Imminent Appeal of Prevention. Journal of Consumer Psychology, 34(1), 670-681. Pennington, G. L., & Roese, N. J. (2003). Regulatory focus and temporal distance. Journal of Experimental Social Psychology, 39(6), 563-576. Rothman, A. J., & Salovey, P. (1997). Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121, 3-19. Suh, S., & Yoon, K. (2010). The Influence of Accessibility to the Ulterior Sales Attempts in Advertising Message on Inference of Persuasion Attempts and Advertising Effects : on the basis of the Persuasion Knowledge Model. The Korean Journal of Advertising, 21(1), 163-177. Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421. Wang, J., & Lee, A, Y. (2006). The Role of Regulatory Focus in Construction. Journal of Marketing Research, 28, 28-38. Yang, Y. & Koo, H. R. (2006). The Effects of Mood, Message Frame and Product Involvement on Product Attitude and Purchase Intention. The Korean Journal of Consumer and Advertising Psychology, 7(1), 1-22. Yang, Y., & Kim, E. S. (2008). The effect of chronic/situational regulatory focus and task performance feedback on consumer affect. The Korean Journal of Consumer and Advertising Psychology, 9(3), 407-433 Yeo, J, S. & Park, J. W. (2006). Effects of Parent-Extension Similarity and Self Regulatory Focus on Evaluation of Brand Extensions, Journal of Consumer Psychology, 16(3), 272-282. Zhao, M., & Xie, J. H. (2011). Effects of Social and Temporal Distance on Consumer's responses to Peer Recommendations. Journal of Marketing Research, 486-496. Zhou, R., & Pham, M. T.(2004). Promotion and Prevention across mental accounts: how financial products dictate consumer s investment goals. Journal of Consumer Research, 31(2), 125-135.