Performance or Safety? How Regulatory Foci and Brand Associations Affect Gen Z Car Shoppers’ Attitudes Toward and Intentions to Respond to Mobile Advertising Claims

Abstract

This study aims to systematically examine the effects of message-regulatory focus fit and message-brand association fit on Gen Z consumers’ attitudes and intentions to respond to mobile advertising claims, employing Regulatory Focus Theory and Elaboration Likelihood Model as the theoretical frameworks underlying such effects.

Study 1 was conducted as a between-subjects online experimental study manipulating consumers’ situational regulatory focus (promotion- vs. prevention-focused) and ad claim framing (performance- vs. safety-focused) among 429 U.S. consumers aged between 19 to 25. Results demonstrated that when the male consumers’ regulatory foci fit the ad claim framings (i.e., promotion-focused consumer saw performance-focused ads, and prevention-focused consumers saw safety-focused ads), they have more positive attitudes toward and greater intentions to respond to the ad claims than if their regulatory foci did not fit the ad claim framings (i.e., promotion-focused consumer saw safety-focused ads, and prevention-focused consumers saw performance-focused ads). This interaction effect was mediated by regulatory fit. However, female consumers responded more positively to safety- than performance-focused ad claims, regardless of their individual regulatory focus.

Study 2 was conducted as a between-subjects online experimental study manipulating the brand association (performance- vs. safety-salient) and ad claim framing (performance- vs. safety-focused) among 263 U.S. consumers aged between 19 to 25. Results revealed that when the brand associations do not fit the ad claim framings, male consumers have more positive attitudes toward and greater intentions to respond to the ad claims than if the brand’s attribute associations fit the ad claim framings. The interaction effect was mediated by the amount of elaboration. However, female consumers responded more positively to the ad claims when the ad messages were congruent with the brand associations.

The findings of this study suggest that the fit/non-fit between consumer regulatory focus and ad claim framing, and the fit/non-fit between brand-attribute association and ad claim framing should be considered as influencing factors in mobile advertising. Brand managers and marketers should also utilize gender-specific mobile advertising messages when targeting Gen Z consumers to enhance the effectiveness of their products and services' communication and marketing strategies.