The Impact of Regulatory Focus on Adolescents’ Evaluation of Targeted Advertising on Social Networking Sites

• In Event: Advertising and Branding

Abstract

This article examines how adolescents’ chronic regulatory focus (prevention versus promotion focus) affects the effectiveness of targeted advertising on social networking sites. Study 1 (survey) investigates the relationship between adolescents’ regulatory focus and attitudes and purchase intentions. The results reveal that adolescents with a promotion focus, as compared to prevention-focused adolescents, have more positive attitudes and a higher purchase intention toward targeting in general. Study 2 (experiment) investigates how chronic regulatory focus can alter attitudes and purchase intentions in a concrete setting that includes targeting (i.e. social networking site). In this regard, the focus lies on the degree of personalization of a targeted ad as a moderator. Results show that a low personalized targeted ad is more effective (i.e. attitudes and purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed.

Authors

• Brahim Zarouali, U of Antwerp

• Michel Walrave, U of Antwerp

• Koen Ponnet, U of Antwerp

• Karolien Poels, University of Antwerp