Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion

Journal of Personality and Social Psychology, Vol. 86, pp. 205-218, February 2004

Posted: 5 Jan 2004

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Abstract

This research examines how people's goals associated with regulatory focus impact of message framing effects on persuasion. Findings from six experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss framed appeals are more persuasive when the message is prevention focused. These results (which are conceptually replicated when perceived risk is manipulated) suggest heightened vigilance against negative outcomes as well as heightened eagerness toward positive outcomes. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to be the mechanism underlying these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects, and highlight how processing fluency may contribute to the feeling right experience when strategy of goal pursuit matches one's goal.

Note: This is a description of the paper and not the actual abstract.

Keywords: Regulatory Fit, Fluency, and Framing

JEL Classification: M3

Suggested Citation

Lee, Angela Y. and Aaker, Jennifer Lynn, Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion. Journal of Personality and Social Psychology, Vol. 86, pp. 205-218, February 2004. Available at SSRN: https://ssrn.com/abstract=436684

Angela Y. Lee

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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