## Abstract Two experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact
The role of regulatory fit in visionary leadership
✍ Scribed by Daan Alexander Stam; Daan van Knippenberg; Barbara Wisse
- Publisher
- John Wiley and Sons
- Year
- 2009
- Tongue
- English
- Weight
- 185 KB
- Volume
- 31
- Category
- Article
- ISSN
- 0894-3796
- DOI
- 10.1002/job.624
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
It is generally argued that leader visions motivate followers by focusing on reaching desirable end‐states. However, it has also been suggested that visions may motivate followers by focusing on avoiding undesirable situations. In this paper we investigate the effects of appeals that focus on preventing an undesirable situation (i.e., prevention‐appeals) as well as appeals that focus on promoting a desirable situation (i.e., promotion‐appeals). We argue that the effectiveness of promotion‐ and prevention‐appeals is contingent on follower regulatory focus. In two experiments we show that prevention‐appeals lead to better performance than promotion‐appeals for more prevention‐focused followers, while the reverse is true for more promotion‐focused followers. We find this pattern for a dispositional measure of follower regulatory focus (Study 1) as well as for a manipulation of follower regulatory focus (Study 2). Copyright © 2009 John Wiley & Sons, Ltd.
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