Goal Orientation and Comparative Valence in Persuasion
Resource
Journal of Advertising,37(1),73-87.
Journal
Journal of Advertising
Pages
73-87
Date Issued
2008-04
Date
2008-04
Author(s)
Chang, Chung-Chau
Chou, Yu-Jen
Abstract
Using regulatory focus theory, this study investigates the interaction effects of goal orientation and comparative valence on persuasion. With three dependent variables—magnitude of difference in attitudes toward target and competitive brands, message diagnosticity, and purchase intentions—the authors use a 2 (goal orientation: promotionfocused, prevention-focused) x 3 (comparative valence: positive, moderately negative, extremely negative) between-subjects factorial design. The results show that when the comparative valence is positive, promotion-focused consumers experience stronger persuasion effects than do prevention-focused consumers. When the comparative valence is extremely negative, prevention-focused consumers experience stronger persuasion effects.