Research of Consumer Purchase Intention through Print Advertising Information Processing Based on Regulatory Engagement Theory

Abstract

Abstract:

As an updated version of the Regulatory Focused Theory, the Regulatory Engagement Theory focuses on how consumers' purchase intention is influenced by the strength of print advertisement engagement under different consumer motivation contexts(Higgins, 2006). Although existing researches have revealed that motivation could influence consumers' information search, option evaluation, and purchase intention in their print advertisements information processing, few of them answer "how" the motivation influences consumers' print advertisements information processing, and "what" element(s) in print advertisements can enhance consumers' purchase intention. In order to answer these questions, the paper selects 60 potential consumers, records their eye-movements during viewing print advertisements and purchase intention data, and discusses the role of Regulatory Engagement in the print advertisements information processing under-purchase motivation and free browsing contexts. The results show that:a) under purchase motivation context, regulatory engagement occurs in potential consumers' print advertisements information processing; b) under free browsing context, regulatory engagement occurs in potential consumers process of viewing pictures and logos in print advertisements; c) the pictures and logos' information valence in print advertisements can enhance potential consumers' purchase intention under free browsing context, but inhibit purchase intention under purchase motivation context. The results of this research provide some empirical evidence for the Regulatory Engagement Theory, extend the Regulatory Engagement Theory contexts, and give print advertisements designers some enlightening.

Key words: Regulatory Engagement Theory, motivation, information valence, consumer behaviors, print advertisements

Zhu Guoqi, Qian Dong, Zhao Minjuan. Research of Consumer Purchase Intention through Print Advertising Information Processing Based on Regulatory Engagement Theory[J]. , 2019, 31(2): 141-154.

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