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

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.



Citation:

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.

Authors

Seungae Lee, University of Texas at Austin, USA
Soyoung Lee, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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