Increasing the Effectiveness of Benefit Arguments: A Regulatory Fit Perspective

摘要

Benefit arguments can be defined as appeals that marketers use to emphasise the adver-tised product's benefits. These arguments dif-fer in strength and type. The strength of arguments causes favourable or unfavourable product evaluations. The type of benefit argu-ment used influences viewers' thoughts to be either promotion or prevention oriented. Com-bined with other situational factors or elements of advertisements that also elicit promotion or prevention oriented thoughts, conditions result where thoughts are congruent (fit condition) or incongruent (nonfit condition). First, we provide evidence that product evaluations are more extreme in the fit condition than in the nonfit condition. Second, we show that feeling right, en-gagement, fluency, and the perceived strength of arguments are affected by regulatory fit, pro-viding support for a suggested theoretical framework that describes the role of fit in the process of product evaluation.