• Publications
  • Influence
Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion.
  • A. Lee, J. Aaker
  • Medicine, Psychology
  • Journal of personality and social psychology
  • 2 January 2004
This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of 6 experiments show that appeals presented in gainExpand
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“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion
In four experiments, we show that goals associated with approach and avoidance needs influence persuasion and that the accessibility of distinct self-views moderates these effects. Specifically,Expand
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“I” Value Freedom, but “We” Value Relationships: Self-Construal Priming Mirrors Cultural Differences in Judgment
The distinction between relatively independent versus interdependent self-construals has been strongly associated with several important cultural differences in social behavior. The current studiesExpand
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The pleasures and pains of distinct self-construals: the role of interdependence in regulatory focus.
Regulatory focus theory distinguishes between self-regulatory processes that focus on promotion and prevention strategies for goal pursuit. Five studies provide support for the hypothesis that theseExpand
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The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
According to the processing fluency model, advertising exposures enhance the ease with which consumers recognize and process a brand. In turn, this increased perceptual fluency leads to consumersExpand
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Remembering versus knowing: Issues in buyers’ processing of price information
A traditional assumption concerning how prices influence buyers’ purchasing behaviors has been that buyers know the prices of the products and services that they consider for purchase. However,Expand
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Effects of Implicit Memory on Memory-Based versus Stimulus-Based Brand Choice
  • A. Lee
  • Psychology
  • 1 November 2002
The author introduces implicit (versus explicit) memory to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicitExpand
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Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness
This research investigates the relationship between regulatory focus and construal level. The findings indicate that promotion-focused individuals are more likely to construe information at abstract,Expand
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Understanding Regulatory Fit
The authors focus on three critical areas of future research on regulatory fit. First, they focus on how regulatory orientation is sustained. The authors argue that there are two distinct approachesExpand
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The Mere Exposure Effect: An Uncertainty Reduction Explanation Revisited
  • A. Lee
  • Psychology
  • 1 October 2001
A misattribution explanation for the mere exposure effect posits that individuals misattribute perceptual fluency to liking when they are not aware that the fluency comes from prior exposure. TheExpand
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