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Polar opposites: using prevention and promotion focus to optimise communications

Headley, Will, Ewing, Tom and Samson, Alain (2014) Polar opposites: using prevention and promotion focus to optimise communications. In: Impact 2014: Market Research Society Annual Conference, 2014-03-18 - 2014-03-19.

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Abstract

This paper describes Regulatory Focus Theory as a powerful model for optimising the effectiveness of brand communication strategies. Humans are motivated to approach good things and avoid bad things. Regulatory focus describes how people work towards goals - by pursuing positive outcomes (promotion focus) or avoiding negative ones (prevention focus). People tend to have a chronic dominant focus - promotion or prevention - but situational factors mean their focus can also fluctuate in the short term. Researchers and marketers can use this by paying attention to regulatory fit - the idea that communication or branding is more effective when it is framed to fit the focus of the audience or context. This paper offers an introduction to regulatory focus and regulatory fit, gives examples of promotion- and prevention-focused marketing, and then explains how these ideas were used to help Greenpeace increase desired audience behaviour on their Facebook site. Researchers and marketers can use this by paying attention to regulatory fit – the idea that communication or branding is more effective when it is framed to fit the focus of the audience or context. This paper offers an introduction to regulatory focus and regulatory fit, gives examples of promotion- and prevention-focused marketing, and then explains how we used these ideas to help Greenpeace increase desired audience behaviour on their Facebook site.

Item Type: Conference or Workshop Item (Paper)
Official URL: https://www.mrs.org.uk/xxximpact2014
Additional Information: © 2013 The Authors
Divisions: LSE
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
JEL classification: M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
Sets: Research centres and groups > LSE Enterprise
Date Deposited: 16 May 2014 10:17
Last Modified: 20 Feb 2019 00:42
URI: http://eprints.lse.ac.uk/id/eprint/56094

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