Can Health-Focused Advertising Help Employees Limit Their Use of Information and Communication Technologies and Support Work-Life Balance? The Role of Message Framing, Regulatory Focus, and Regulatory Fit in Promoting Boundary-Setting Intentions
研究通过两项员工调查发现，健康导向广告能提升员工设定工作生活边界的意图，其中增益框架比损失框架更有效，且调节匹配增强效果，尤其对缺乏边界设定习惯的员工。
Information and Communication Technologies (ICTs) enable constant connectivity at work, and employees are challenged to manage the boundaries between work and their personal lives. Drawing on boundary-setting theory and regulatory focus theory, we examine how health-related advertising appeals can influence employees’ ability to manage work-life boundaries. Two studies among employees (n = 494, n = 440) provide evidence that health-related advertising can increase boundary-setting intention, but that the effects depend on the message appeal. Overall, gain-framed appeals appear to be more effective than loss-framed appeals. The effectiveness of both appeal types increases under fit conditions, but only when regulatory focus is induced (Study 2), not with a chronic regulatory focus (Study 1). The effect of regulatory fit is particularly pronounced among employees lacking boundary-setting habits. Implications for practitioners and policy makers are discussed.