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

Stanford GSB Research Paper No. 1815

54 Pages Posted: 2 Jan 2004

Multiple version iconThere are 2 versions of this paper

Abstract

This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of 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 regulatory focus effects suggesting heightened vigilance against negative outcomes and heightened eagerness toward positive outcomes are replicated when perceived risk is manipulated. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to underlie 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: Previously titled "Approach and Avoidance: The Role of Risk and Framing in Persuasion"

Keywords: Regulatory fit, fluency, framing

Suggested Citation

Lee, Angela Y. and Aaker, Jennifer Lynn, Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion. Stanford GSB Research Paper No. 1815. Available at SSRN: https://ssrn.com/abstract=452084 or http://dx.doi.org/10.2139/ssrn.452084

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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