Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness

Angela Y. Lee, Punam Anand Keller, Brian Sternthal

Journal of Consumer Research · 2010 · Volume 36 · Issue 5

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.

Keywords

Advertising, Attitudes, Motivation/Desires/Goals, Persuasion, Experimental Design and Analysis (ANOVA)

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