Title

Exploring the Role of Regulatory Focus and Processing Fluency in the Effectiveness of Narrative versus Non-narrative Advertising: A Study about Sugar Intake in the USA

Author First name, Last name, Institution

Kang Li, Zayed University

ORCID Identifiers

0000-0002-9024-5559

Document Type

Article

Source of Publication

Health Communication

Publication Date

1-1-2020

Abstract

© 2020, © 2020 Taylor & Francis Group, LLC. Given that many health problems in the United States are closely related to high sugar consumption, this research examined the effectiveness of ad forms (narrative vs. non-narrative) on persuading people to limit sugar intake through an online experiment completed by 1,104 participants. It was found that individual difference of regulatory focus moderated the effect of narrative vs. non-narrative advertising. Moreover, this study revealed an underlying mechanism of how audiences processed narrative vs. non-narrative advertising differently via the mediator of processing fluency, and further resulted in different advertising effectiveness. The findings contributed in providing implications for policy makers and ad professionals to help them with the improvement of public’s health in the USA.

ISSN

1041-0236

Publisher

Routledge

Last Page

10

Disciplines

Medicine and Health Sciences | Social and Behavioral Sciences

Keywords

adult; advertising; article; controlled study; female; human; human experiment; major clinical study; male; narrative; sugar intake; United States

Scopus ID

85078458588

Indexed in Scopus

yes

Open Access

no

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