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7.2d Understanding the Impact of Social Inclusion and Exclusion on Consumer Responses to Promotion- and Prevention-focused Advertisements
Abstract
The present research investigated how social inclusion and exclusion influence consumer responses to advertisements with different regulatory foci (i.e. promotion versus promotion). The results of two studies indicated that social inclusion led consumers to evaluating a promotion-focused advertisement more positively than a prevention-focused advertisement. Further moderated mediation analyses confirmed that the growth-seeking orientation accounted for such effects. However, social exclusion was not found to influence consumers’ responses to promotion- and prevention-focused advertisements. Some possible explanations for such results are provided. Both theoretical and practical implications for the overall findings are also presented.
First & Corresponding Author
Linwan Wu, University of South Carolina
Authors in the order to be printed.
Linwan Wu, University of South Carolina; Naa Amponsah Dodoo, Emerson College