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“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion

“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information... 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, individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information that is consistent with an avoidance goal. When the persuasive appeal is compatible with self-regulatory focus, individuals demonstrate greater recall of the message content and are more discerning regarding argument strength. These findings provide convergent evidence that central processing under goal compatible conditions underlies the persuasion effects. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion

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References (53)

Publisher
Oxford University Press
Copyright
© 2001 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/321946
Publisher site
See Article on Publisher Site

Abstract

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, individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information that is consistent with an avoidance goal. When the persuasive appeal is compatible with self-regulatory focus, individuals demonstrate greater recall of the message content and are more discerning regarding argument strength. These findings provide convergent evidence that central processing under goal compatible conditions underlies the persuasion effects.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 2001

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