THE ROLE OF REGULATORY FOCUS IN MESSAGE FRAMING IN ANTISMOKING ADVERTISEMENTS FOR ADOLESCENTS

摘要

The present research addresses how framing may influence the effectiveness of advertising messages aimed at preventing smoking among adolescents. The research applies regulatory focus theory to explore the effectiveness of message framing in antismoking advertisements. The finding reveals that adolescents demonstrate (1) lower intentions to smoke, (2) lower perceived pharmacological benefits of smoking, and (3) lower perceived psychological benefits of smoking when the fit between the regulatory goal and the antismoking message frame is congruent (versus incongruent). Therefore, antismoking messages for adolescents with a promotion focus should emphasize promotion-related merits of abstaining from smoking, whereas antismoking messages for adolescents with a prevention focus should emphasize prevention-related merits of abstaining from smoking.