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
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: Suggested Citation