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• W68763915 abstract "Drawing upon regulatory focus theory and message framing research, this study examines the impact of regulatory focus and message frame on the persuasive effectiveness of anti piracy campaign messages. Results of our experiment show that the message presented in positive frame is more persuasive when the message is promotion focus, whereas the negative frame is more persuasive when the message is prevention concerns. We also found that when the fit between regulatory goal and message frame is congruent, participants demonstrate more negative attitude toward pirated product. Therefore, anti piracy campaigns with a promotion focus should highlight achievement and advancement by approaching to desired end states (gains) while anti piracy cam paigns with a prevention focus should emphasize protection and safety by avoiding undesired end states (losses)." @default.
• W68763915 created "2016-06-24" @default.
• W68763915 creator A5041478685 @default.
• W68763915 creator A5088508371 @default.
• W68763915 date "2014-01-01" @default.
• W68763915 modified "2023-09-26" @default.
• W68763915 title "The Role of Regulatory Focus and Message Framing on Persuasion of Anti-piracy Educational Campaigns" @default.
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• W68763915 hasPublicationYear "2014" @default.
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