Exploring advertising strategy for restaurants sourcing locally: The interplay of benefit appeal and regulatory focus

Abstract

This study explores how benefit (self-benefit and other-benefit) appeals and regulatory (prevention and promotion) focus work jointly in advertising messages for restaurants sourcing locally (RSLs). Despite the significant interest in RSLs, how such restaurants effectively communicate their “sourcing locally” to consumers remains unclear. We conduct two experimental studies to fill the void in the literature on the RSL context. Our findings indicate that other-benefit (vs. self-benefit) appeals elicit higher perceived authenticity, positive affect, and patronage intention (Study 1) whereas other-benefit appeals with prevention focus generate a higher level of consumer responses. This study demonstrates that a positive affect mediated the interactive effect of benefit appeal and regulatory focus, enhancing patronage intention (Study 2). The interplay of benefit appeal and regulatory focus suggests that RSLs should consider using these two types of advertisements to promote their sourcing locally practice.