Regulatory focus and attribute framing: evidence of compatibility effects in advertising

Hui-Fei Lin and Fuyuan Shen

This study examined the effects of regulatory focus and the framing of product attributes in advertisements.

Regulatory focus and attribute framing: evidence of compatibility effects in advertising

Hui-Fei Lin

National Chiao Tung University

Fuyuan Shen

Pennsylvania State University

To differentiate brands and create their unique positions in the marketplace, advertisers and marketers often find it necessary to emphasise or highlight their brands’ hedonic and/or utilitarian attributes in their promotions and advertisements. For example, on their respective websites, Samsonite positions its Black Label travel luggage by emphasising its hedonic attributes such as fashionable designs and styles whereas Briggs & Riley touts its luggage’s utilitarian or functional attributes such as light weight and strength. Generally speaking, hedonic attributes...

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