中文摘要：

探讨受众的调节定向与信息框架的集成调节匹配对受众广告态度的影响以及集成调节匹配影响广告态度的边界条件。基于调节匹配效应和信息处理理论建立假设,通过两项以学生为被试的实验收集数据,采用方差分析方法进行假设检验。实验结果表明,集成调节匹配的广告较不匹配的广告更能塑造受众积极的广告态度,当广告侧重描述问题时,广告采用亏损框架宣传更能塑造受众积极的广告态度;当广告侧重描述问题解决时,广告采用得益框架宣传更能塑造受众积极的广告态度。实验1和实验2分别从受众情境性信息处理动机和特质性信息处理动机两方面发现,集成调节匹配对广告态度的影响作用产生的边界条件分别为受众高话题卷入度和高认知需求,即受众具有较高的信息处理动机。

英文摘要：

This study investigates how integral regulatory fit between regulatory focus and information framing influences recipi- ents＇ attitudes toward an advertisement and identifies boundary conditions of the impacts. The study develops hypotheses based on regulatory fit effect and information processing theories, collect data from two experiments with college students as research ob- jects, and then test hypotheses with analysis of variance. The results show that recipients＇ attitudes toward advertisement is more positive when they read an advertisement with integral regulatory fit compared with integral regulatory unfit. Particularly, for ad- vertisements focusing on problem description, loss framing is more persuasive than gain framing. For advertisements focusing on problem-solving description, gain framing is more persuasive than loss framing. Furthermore, the two experiments demonstrate boundary conditions of the impact of integral regulatory fit on attitudes toward an advertisement are high issue involvement and high cognitive demand （i. e. high information processing motivation） by measuring the situational （ study 1 ） and idiosyncratic （ study 2） information processing motivation.