I Seek Pleasures, We Avoid Pains

Journal of Consumer Research, Vol. 28, No. 4, pp. 33-49, 2001

Posted: 6 Aug 2011

Date Written: 2001

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.

Keywords: pleasure, pain, persuasion, self-view, promotion information, prevention information

JEL Classification: M30, M31

Suggested Citation

Aaker, Jennifer Lynn and Lee, Angela Y., I Seek Pleasures, We Avoid Pains (2001). Journal of Consumer Research, Vol. 28, No. 4, pp. 33-49, 2001. Available at SSRN: https://ssrn.com/abstract=1905709

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Angela Y. Lee

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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