Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness
AbstractThis research investigates the relationship between regulatory focus and construal level. The findings indicate that promotion-focused individuals are more likely to construe information at abstract, high levels, whereas those with a prevention focus are more likely to construe information at concrete, low levels (experiments 1 and 2). Further, such fit (vs. nonfit) between an individual's regulatory focus and the construal level at which information is represented leads to more favorable attitudes (experiments 3 and 4) and enhances performance on a subsequent task (experiment 3). These outcomes occur because fit enhances engagement that in turn induces processing fluency and intensifies reactions. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 36 (2010)
Issue (Month): 5 (02)
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Web page: http://www.journals.uchicago.edu/JCR/
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- Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
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- Alden, Dana L. & Friend, John & Schapira, Marilyn & Stiggelbout, Anne, 2014. "Cultural targeting and tailoring of shared decision making technology: A theoretical framework for improving the effectiveness of patient decision aids in culturally diverse groups," Social Science & Medicine, Elsevier, vol. 105(C), pages 1-8.
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