Ho, Shu-Hsun and Putthiwanit, Chutinon and Lin, Chia-Yin (2011): May I continue or should I stop? the effects of regulatory focus and message framings on video game players’ self-control. Published in: International Journal of Business and Social Science , Vol. 2, No. 12 (22. June 2011): pp. 194-200.
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Two types of motivations exist in terms of regulatory focus: a promotion orientation concerned with advancement and achievement and a prevention orientation concerned with safety and security. The central premise of this research is that promotion-focused and prevention-focused players differ in their sensitivity to message frames and therefore respond with different levels of self-control. This study adopted a 2 (message frames: positive vs. negative) × 2 (regulatory focus: promotion vs. prevention) between-subjects design; the results confirmed the hypotheses that, for promotion-focused players, negative messages are significantly effective in preventing them from becoming addicted to the games; meanwhile, for prevention-focused players, positive messages significantly influenced players, leading them to become addicted. Hence, video games’ negative and addiction-related messages should be enhanced whereas positive messages should be cautiously released.
|Item Type:||MPRA Paper|
|Original Title:||May I continue or should I stop? the effects of regulatory focus and message framings on video game players’ self-control|
|Keywords:||Regulatory focus, regulatory fit, message frames, self-control, video game|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing|
|Depositing User:||Chutinon Putthiwanit|
|Date Deposited:||21. Sep 2011 11:43|
|Last Modified:||14. Feb 2013 07:13|
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