本研究檢驗了當不同規範焦點消費者面對相異風格的廣告標語時，導致產品購買意願有所差異。我們讓受測者看象徵性語言廣告或文字語言廣告，並藉此觀察促進焦點和預防焦點個體的產品購買意願。結果顯示，當促進焦點消費者看到產品廣告使用象徵性語言時，比起產品使用文字語言廣告，會有較高的購買意願；預防焦點消費者在產品廣告使用文字語言時，比起產品使用象徵性語言廣告，會有較高的購買意願(實驗一)。接著，加入產品類型討論後，我們發現當產品為享樂品時，若是以象徵性語言作為廣告，促進焦點消費者比起預防焦點消費者，會有較高的購買意願；而當產品為實用品時，若是以文字語言作為廣告，預防焦點消費者比起促進焦點消費者，會有較高的購買意願。但當享樂品使用文字語言時，促進焦點消費者的購買意願和預防焦點消費者沒有差異；當實用品使用象徵性語言時，預防焦點消費者的購買意願和促進焦點消費者沒有差異(實驗二)。

This research examines when consumers who have different regulatory focus receive different styles of advertising slogans will influence their purchase intention. By showing the advertising with figurative language or the advertising with literal language to the participants, we examine the purchase intention of the promotion focus and the prevention focus. The results show that after reading the advertising with figurative language, promotion focus consumers have higher purchase intention than prevention focus consumers, whereas prevention focus consumers have higher purchase intention than promotion focus consumers after reading the advertising with literal language (study 1). In study 2, we focus on the relationship among product type, regulatory focus and advertising slogan type. We found that when the advertising of the hedonic product with figurative language, promotion focus consumers have higher purchase intention than prevention focus consumers; when the advertising of the utilitarian product with literal language, prevention focus consumers have higher purchase intention than promotion focus consumers. However, when the advertising of the hedonic product with literal language, there is no differences between promotion focus consumers and prevention focus consumers; when the advertising of the utilitarian product with figurative language, there is also no differences between promotion focus consumers and prevention focus consumers.

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