Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion

Angela Y. Lee*, Jennifer L. Aaker

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

759 Scopus citations

Abstract

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 regulatory focus effects suggesting heightened vigilance against negative outcomes and heightened eagerness toward positive outcomes are replicated when perceived risk is manipulated. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to underlie these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects and highlight how processing fluency may contribute to the "feeling right" experience when the strategy of goal pursuit matches one's goal.

Original languageEnglish (US)
Pages (from-to)205-218
Number of pages14
JournalJournal of personality and social psychology
Volume86
Issue number2
DOIs
StatePublished - Feb 2004

ASJC Scopus subject areas

  • Social Psychology
  • Sociology and Political Science

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