ABSTRACT This study examined the different and combined effects of regulatory focus (i.e. prevention-focused vs. promotion-focused) and issue involvement (i.e. high vs. low) with message frames (i.e. prevention-framed vs. promotion-framed) on attitude toward ads, message preference, and voting intention. Taken together, our findings revealed statistically significant two-way interaction effects of regulatory focus and message frames on all dependent measures, including attitude toward ads, message preference and voting intention; however, neither regulatory focus nor message frames exhibited primary effects on those dependent variables. Further, issue involvement was found to have a statistically significant main effect on dependent measures, which negated our expectation of both its interaction effect with message frames and its moderating role between regulatory focus and message frames.

中文翻译：

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探索信息框架与个性特征的联系以提高政治广告效果

摘要 本研究检验了监管重点（即预防重点与促进重点）和问题参与（即高与低）与信息框架（即预防框架与促进框架）对态度的不同和综合影响。广告、消息偏好和投票意向。综上所述，我们的研究结果揭示了监管重点和消息框架对所有相关指标的统计显着双向交互影响，包括对广告的态度、消息偏好和投票意图；然而，监管重点和信息框架均未显示出对这些因变量的主要影响。此外，发现问题参与对相关测量具有统计上显着的主要影响，