Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness

Angela Y. Lee, Punam Anand Keller, Brian Sternthal*

*Corresponding author for this work

Research output: Contribution to journalArticle

246 Scopus citations

Abstract

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, high levels, whereas those with a prevention focus are more likely to construe information at concrete, low levels (experiments 1 and 2). Further, such fit (vs. nonfit) between an individual's regulatory focus and the construal level at which information is represented leads to more favorable attitudes (experiments 3 and 4) and enhances performance on a subsequent task (experiment 3). These outcomes occur because fit enhances engagement that in turn induces processing fluency and intensifies reactions.

Original languageEnglish (US)
Pages (from-to)735-747
Number of pages13
JournalJournal of Consumer Research
Volume36
Issue number5
DOIs
StatePublished - Feb 1 2010

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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