search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Aaker, J. L. Lee, A. Y. |
| Title: | "I" Seek Pleasures and "We" Avoid Pains: The of Self- Regulatory Goals in Information Processing and Persuasion |
| Journal: | Journal of Consumer Research
2001 : JUN, VOL. 28:1, p. 33-49 |
| Index terms: | GOALS INFORMATION CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | In four experiments, the authors 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. |
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