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, 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.

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APA-Format Citation

Lee, A. Y., Keller, P. A., & Sternthal, B. (2009). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research36(5), 735-747.