Contents

The role of creative strategy, ad disclosure and regulatory focus in investors’ decision making: An experimental investigation

Lee, Tae Jun / Yun, Tai Woong / Han, Kwang Seok

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Abstract

This study examines the effects of creative strategy and ad disclosure in financial services advertising (FSA) and individual differences in regulatory focus on retail investors’ attitudes and behavioral intentions. Results from a between-subject experiment indicate that investors’ regulatory focus (promotion focus versus prevention focus) moderates the effects of FSA related to creative strategy and ad disclosure. Specifically, prevention-focused investors (promotion-focused investors) had more favorable attitudes towards and showed greater purchase intentions of a financial product when exposed to informational ads and ads with disclosures (transformational ads and ads without disclosures). The authors offer theoretical, managerial and public policy implications.

Issue Date
2013-09
Publisher
Palgrave Macmillan Ltd.
Keywords
financial services advertising, creative strategy, ad disclosure and regulatory focus
DOI
10.1057/fsm.2013.12
Journal Title
JOURNAL OF FINANCIAL SERVICES MARKETING
Start Page
158
End Page
176
ISSN
1363-0539
Language
English
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