"People" Can Be Better Than “You”: the Moderating Role of Regulatory Focus on Self-Referencing Effect

Seungae Lee, University of Texas at Austin, USA
Soyoung Lee, University of Texas at Austin, USA
This paper examines the role of regulatory focus of messages in explaining the self-reference effect. It was hypothesized prevention-focused messages would facilitate biased message elaboration while promotion-focused messages would facilitate unbiased message elaboration. The results of study would explain contradicting results of the self-reference effect in prior literature.
[ to cite ]:
Seungae Lee and Soyoung Lee (2013) ,""People" Can Be Better Than “You”: the Moderating Role of Regulatory Focus on Self-Referencing Effect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.