Exploring the influence of regulatory fit on advertising effect - the moderating effect of consumer product knowledge

Abstract

The advertising effect on consumers would be affected not only by the presentation of advertising messages but also by other factors. This study was based on the regulatory focus theory, mainly discussing the relationship among consumer goal orientation fits, the consumers’ product knowledge and advertising effects. In this study, 285 valid questionnaires were obtained. The results of the study showed that it has a better advertising effect in terms of the attitude toward advertising, attitude toward the brand, and purchase intention when the consumer goal orientation is the promotion focus, and the messages on advertising have promotion benefits. Moreover, when the consumer goal orientation fits the benefits of the advertising messages, and the consumers’ product knowledge is on the novice level, rather than expert level, consumers in the fit situation are more likely to have a better attitude toward advertising, attitude toward the brand and, purchase intention than in non-fit situations.