The Effect of Self-Construal and Regulatory Focus on Persuasion: the Moderating Role of Perceived Risk

Ying-Ching Lin, National Dong Hwa University, Taiwan
Chiu-Chi Angela Chang, Shippensburg University, USA
Yu-Fang Lin, National Dong Hwa University, Taiwan
The present research demonstrates that when perceived risk is low, the persuasiveness of a promotion versus prevention focused message depends on the consumer’s self-construal (independent or interdependent). However, when perceived risk is high, a prevention-focused message is considered to be more persuasive, no matter the type of self-construal.
[ to cite ]:
Ying-Ching Lin, Chiu-Chi Angela Chang, and Yu-Fang Lin (2011) ,"The Effect of Self-Construal and Regulatory Focus on Persuasion: the Moderating Role of Perceived Risk", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.