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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 gain frames are more persuasive when the message is promotion focused, whereas loss-framed appeals are more persuasive when the message is prevention focused. These(More)
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, individuals with an accessible independent self-view are more persuaded by promotion-focused information that is consistent with an approach goal. In contrast,(More)
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 these strategies differ for individuals with distinct self-construals. Specifically, individuals with a dominant independent self-construal were predicted to place(More)
According to the encoding flexibility model, stereotypes are efficient because they facilitate, in different ways, the encoding of both stereotype-consistent and stereotype-inconsistent information when capacity is low. Because stereotypical information is conceptually fluent, it may be easily understood, even when resources are scant. As a result,(More)
The authors present the results of two studies that show how consumers' evaluations of an advertised product can be influenced by the compatibility or conflict between the regulatory goals (promotion or prevention) addressed by the product and prior advertising of related products. Participants across both studies were exposed sequentially to the(More)
  • Hakkyun Kim, Akshay R Rao, Angela Y Lee, An-Gela, Y Lee, Mechthild Esser Nemmers +3 others
  • 2008
What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, " why "-laden appeals are more persuasive than concrete, " how "-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest(More)
This research examines how construal level (i.e., how abstractly or concretely people represent information in memory) affects consumers' responses to mixed emotions appeals. The results of five studies show that, consistent with prior research , participants experienced discomfort when they encountered mixed emotions appeals and developed less favorable(More)
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 these strategies differ for individuals with distinct self-construals. Specifically, individuals with a dominant independent seif-consirual were predicted to place(More)