The Influence of Passenger and Destination Characteristics on Attitudes Toward Logistics-Based Advertising : Exploring Moderating and Mediating Variables

This study explores how passengers’ regulatory focus and psychological distance of destinations influence advertising attitudes in logistics contexts, focusing on key moderating and mediating variables. Study 1 identified train usage frequency and advertisement favorability as significant moderators, demonstrating that a strong fit between regulatory focus and psychological distance leads to more positive advertising attitudes among frequent train users and those with favorable views of train advertisements. Conversely, passengers with low train usage frequency or less favorability toward advertisements exhibited no interaction effect, favoring advertisements for long-distance destinations due to the mere exposure effect. Study 2 confirmed that need for cognition serves as a key moderating variable, while “feeling right” mediates the relationship between ”regulatory focus and psychological distance” and “advertising attitude.” These findings suggest that effective logistics-based advertising strategies should consider passengers’ cognitive engagement, preferences, and psychological needs while optimizing the travel environment to foster positive advertising outcomes.