Regulatory Focus As a Moderator of Persuasion in Message Framing: a Test of Three Accounts

A review of previous literature shows that there are at least three ways in which regulatory focus may be related to message framing. Specifically, three opposing accounts propose that persuasion is enhanced when there is a fit between a person’s regulatory focus (a) and the overall valence of the message (i.e., positive vs. negative valence), (b) and the outcome focus of the message (i.e., gain vs. loss anchor), (c) and the type of benefit or harm emphasized (i.e., achievement vs. security), respectively. In order to resolve these inconsistencies, we used a 2 (overall valence) by 2 (outcome focus) by 2 (type of benefit emphasized) factorial design. Results generally supported the hypothesis that persuasion is increased when chronic regulatory focus fits the overall valence of the message.



Citation:

Sunghwan Yi and Hans Baumgartner (2008) ,"Regulatory Focus As a Moderator of Persuasion in Message Framing: a Test of Three Accounts", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Sunghwan Yi, University of Guelph, Canada
Hans Baumgartner, Pennsylvania State University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More

Featured

F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers

Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada

Read More

Featured

When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.