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Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness

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  • Angela Y. Lee
  • Punam Anand Keller
  • Brian Sternthal
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    Abstract

    This 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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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/605591
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2010)
    Issue (Month): 5 (02)
    Pages: 735-747

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    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:5:p:735-747

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Kelly Haws & William Bearden & Utpal Dholakia, 2012. "Situational and trait interactions among goal orientations," Marketing Letters, Springer, vol. 23(1), pages 47-60, March.
    2. 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.
    3. Leona Tam & Jelena Spanjol, 2012. "When impediments make you jump rather than stumble: Regulatory nonfit, implementation intentions, and goal attainment," Marketing Letters, Springer, vol. 23(1), pages 93-107, March.
    4. Pierro, Antonio & Giacomantonio, Mauro & Pica, Gennaro & Mannetti, Lucia & Kruglanski, Arie W. & Tory Higgins, E., 2013. "When comparative ads are more effective: Fit with audience’s regulatory mode," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 90-103.
    5. Higgins, E. Tory & Franks, Becca & Pavarini, Dana & Sehnert, Steen & Manley, Katie, 2013. "Expressed likelihood as motivator: Creating value through engaging what’s real," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 4-15.
    6. 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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