Regulatory focus and message framing: A test of three accounts |
| |
Authors: | Sunghwan Yi Hans Baumgartner |
| |
Institution: | (1) Department of Marketing and Consumer Studies, University of Guelph, Guelph, ON, N1G 2W1, Canada;(2) Department of Marketing, The Pennsylvania State University, University Park, PA 16802, USA |
| |
Abstract: | A review of previous literature shows that there are at least three ways in which regulatory focus may be related to message
framing. Specifically, persuasion might be enhanced when there is a match between a person’s regulatory focus and (a) the
outcome focus of the message (i.e., gain vs. loss anchor); (b) the overall valence of the message (i.e., positive vs. negative
valence); and (c) the type of benefit or harm emphasized (i.e., achievement vs. security). In an effort to explicitly compare
and contrast these three possibilities, and to determine whether the results depend on the way regulatory focus is measured,
we used a 2 (outcome focus) by 2 (overall valence) by 2 (type of benefit or harm emphasized) within-subjects factorial design
and three commonly employed measures of regulatory focus to test the three accounts. The findings were most consistent with
the hypothesis that the perceived persuasiveness of a message is increased when there is a match between a person’s chronic
regulatory focus and the overall valence of the message. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|