Influence of Advertisement Message on Consumers' Non-Fraudulent Counterfeit Purchase Intention

Abstract

Abstract:

The application of regulatory focus theory in the field of advertisement design is becoming a research focus in marketing. Past researchers find that promotion-focused message is more persuasive in gain frame than in loss frame, while prevention-focused message is more persuasive in loss frame than in gain frame. However, the ads' message persuasion effect may be different based on the regulatory focus message and message frame, because counterfeit luxury product is not only conspicuous, but also has some risk of being identified. Study 1(written message) and study 2 (video message) find that a promotion-focused message with loss frame is more effective at persuading people not to purchase counterfeit, while a prevention-focused message with gain frame is more effective. Study 3 find that this effect only appeares among consumers with strong face consciousness. Among consumers with weak face consciousness, the incongruity effect does not exist.

Key words: public service ads, advertisement, regulatory focus, message frame, counterfeit luxury

Chen Jie, Wei Junlong, Yang Menghong. Influence of Advertisement Message on Consumers' Non-Fraudulent Counterfeit Purchase Intention[J]. , 2016, 28(7): 120-129.

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