The Influence of Fitness Between Message Framing and Audience Regulatory Focus on Green Concern Advertisements Persuasion Effect

This study discusses the application of the regulatory focus of the individual motivation systems to green public service advertisements advocating environmental protection. First, it aims to determine whether the previously proposed regulatory fit theory can be applied to public service advertisements with characteristics different from those of commercial advertisements. Second, it aims to understand how to design messages to achieve the best effect on audiences with different foci. This study takes the regulatory focus theory as the basis and green public service advertisements as the films. After adopting 2 ~ 2 ~ 2 three-factor design to test the interaction relations among the individual regulatory focus, message regulatory focus, and message framing. The results from the 217 college respondents indicate that the audience is influenced by regulatory focus when receiving messages from public service advertisements, which is similar to the influence of commercial advertisements. That is, when audience with a promotion focus, films with promotion focus and positive framing have a best advertisement effect. On the other hand, the audience with a prevention focus, films with prevention focus and negative framing also has a better advertisement effect.

The influencing mechanism of pro-environmental behaviors in the private domain on those in the public domain

From the perspective of regulatory focus theory,the influencing mechanism of pro-environmental behaviors(PEBs)in the private domain on behaviors in the public domain were analyzed by revealing the mediating ef‐fect of the status quo maintenance and the moderating effect of the prevention focus orientation.The study re‐sults show that PEBs in the private domain significantly promote individuals’PEBs in the public domain.The status quo maintenance partially mediates the relationship between PEBs in the private and public domains.Specifically,individuals with a high-level prevention focus orientation strengthen the relationship between the PEBs in the private domain and the status quo maintenance,and that of the PEBs in the public domain.There‐fore,individuals with a high-level prevention focus will more likely engage in subsequent PEBs in the public domain after their initial PEBs in the private domain due to their increased status quo maintenance degree.Policymakers and practitioners should pay attention to the prevention-repetition effect and use the PEBs in the private domain to promote those in the public domain.