Abstract: Message framing by focus regulatory (promotion or prevention) have different persuation effect on message recipient depends on individual regulatory orientation. This study aims to examine effect of regulatory fit and message framing interaction on not to leave food intention. We use prospect theory and regulatory focus theory to develop research model. Laboratory experiments conducted with 2 (promotion and prevention focus regulatory)x2 (promotion and prevention framing) between subject factorial design. Participants were 204 students from 3 universities in Indonesia are Jenderal Soedirman University, UPN Veteran University, Ahmad Dahlan University. Data analysis was performed using independent sample t-test and one ways ANOVA. The results show that congruity between individual regulatory focus and message framing for environmental concern issues has a stronger effect on encouraging individual intention not to leave food. Participant with promotion regulatory focus have stronger intentions when given stimulus promotion framed message than prevention framed messages. This study also show that participant with preventive regulatory focus have stronger intentions when given prevention framed messages, rather than given promotion framed message. The findings confirm that regulatory fit increase persuasiveness of advertisement.
Rahab and Arthur Sitaniapessy, 2016. Interaction Effect Between Individual Regulatory Focus and Message Framing on Sustainability Advertisement: An Experimental Study. The Social Sciences, 11: 196-204.