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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

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..

Suggested Citation

  • Angela Y. Lee & Punam Anand Keller & Brian Sternthal, 2010. "Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 735-747, February.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:5:p:735-747
    DOI: 10.1086/605591
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