The Influence Of Involvement On The Regulatory Fit Effect In Advertisment Persuasion

The regulatory fit theory is widely used in advertising persuasion field, individual’sadvertisment attitude, product preference and purchase intention will be better when messageframe of advertisment fit his regulatory focus.This phenomenon is called the regulatory fit effect.Itcan explain why the persuasive effect is different when different consumers facing differentmessage frame in the same advertisment.But some conditions decide the occurrence of theregulatory fit effect,such as involvement, cognition need, time pressure and so on.Previous studies showed that the regulatory fit effect will occur when the personalinvolvement is low. Involvement not only include personal involvement but also include productinvolvement.What is the influence of product involvement on the regulatory fit effect?Consequently,my study will discuss the influence of involvement with different level and differenttype on the regulatory fit effect.The paper discuss the relationship of the regulatory fit, advertising persuasion andinvolvement through four studies.The first study explores the influence of the regulatory fit onadvertising persuasion.The second study explores the influence of personal involvement fromfocusing different informations on the regulatory fit effect. The third study explores the influenceof personal involvement from doing different tasks on the regulatory fit effect. The forth studyexplores the influence of product involvement on the regulatory fit effect. Conclusions are asfollows:(1)Consumers who experience the regulatory fit have better advertising persuasion,advertising attitude,product attitude and purchase intention than who do not experience it.(2)Theinfluence of personal involvement on advertising persuasion, advertising attitude,product attitudeand purchase intention are not very obviously.(3)The attitude to computer which has high productinvolvement is better than orange juice which has low product involvement, reflected in theconsumers’ advertising persuasion, advertising attitude,product attitude except purchase intention.(4) Personal involvement from focusing different informations or from doing different tasksmonitor the regulatory fit effect in advertising persuasion. the regulatory fit effect occur only whenthe personal involvement is low,and the advertising persuasion effect is better to fit pepple than notfit pepple.(5) Product involvement monitor the regulatory fit effect in advertising persuasion. the regulatory fit effect occur only when the product involvement is low, that is,the advertisingpersuasion effect is better to fit pepple than not fit pepple in orange juice advertisment.