The effects of incentive types and appeal regulatory framing in travel advertising
Journal
Service Industries Journal
Journal Volume
32
Journal Issue
6
Pages
883-897
Date Issued
2012
Author(s)
Chou H.-Y.
Abstract
What types of incentives and regulatory-framed advertising appeals are preferable when the promoted travel destination in a travel advert is spatially distant vs. near? Based on construal-level theory, this paper addresses this question by investigating whether there is a matching effect between the spatial distance of the travel destination and the incentives or the regulatory-framed appeals in ads. The experimental results indicate that when the promoted travel destination is spatially distant, consumers prefer non-monetary incentives and promotion-framed appeals. When the travel destination is spatially near, however, monetary incentives and prevention-framed appeals can generate better advertising effectiveness. © 2012 Copyright Taylor and Francis Group, LLC.
Type
journal article