SUMMARY
Previous research on message framing has argued that fit between message framing and consumer regulatory focus influences consumer response. That is, positive frames are more persuasive for promotion-focused individuals, while negative frames are more persuasive for prevention-focused individuals. This research aims to expand the scope of previous research on message framing and argues that the match-up effect between message framing and regulatory focus, an effect established in previous research, is dependent on the strength of the message. This research further argues that the match-up effect patterns between message framing and regulatory focus differ based on whether or not consumers are making a purchase for themselves or for others. Specifically, this research hypothesizes that prevention-focused individuals tend to focus on uncertainty or risks related to choice for others and exhibit low levels of purchase intention regardless of message framing under the condition of making a purchase for others. This research also proposes that promotion-focused individuals tend to focus more on potential positive outcomes rather than negative risks when making a choice for others, resulting in a higher purchase intention regardless of message framing. That is, under the condition of making a purchase for others, the match-up effect of message framing and regulatory focus is rendered void. This research expands the scope of existing research on message framing and provides practical implications for marketing practitioners.