Abstract

Based on regulatory focus and life history theories, this study intends to examine the potential interaction effects of the types of ad message and economic conditions on ad messages by adopting attitude toward ad and purchase intention for eco-friendly products as dependent variables. Furthermore, the possible interaction effect of two independent variables are examined with respect to ad attitude and purchase intention by adding two socio-psychological variables that affect the consumption behavior of eco-friendly products. Two experiments were conducted with a sample 346 people and the summary research results are as follows. First, under poor economic condition, the respondents showed more positive ad attitude when a prevention-focused message was presented, while under flourishing economic condition, the respondents showed more favorable ad attitude and a high level of purchase intention when a promotion-focused message was presented. Second, the individual's socio-psychological characteristics can make a difference in the influence of the economic situation and regulatory-focused ad messages on ad attitude and purchase intention. In other words, when consumers' environmental involvement is low or high, and when the future-oriented time perspective is medium or high, the interaction effect between the economic situation and regulatory-focused ad messages disappears, while the advertising effect of the prevention-focused message is more positive during a recession when the environmental involvement level is moderate and the future-oriented time perspective is low. These findings imply that it is necessary to fully consider consumers' socio-psychological characteristics with the economic situation when trying to increase the ad effects through the regulatory-focused messages in the ad of eco-friendly products. Lastly, this study is theoretically important in that it broadens the knowledge of consumption behavior on eco-friendly products by verifying the comprehensive effects of economic conditions that encompass the effect of ad messages and individual socio-psychological characteristics. Also, these results provide practical implications to marketers and advertising managers in dealing with fluid economic conditions, and it is expected to provide new implications that will help establish market segmentation and effective advertising strategies given socio-psychological variables.