Lee Angela Y, Aaker Jennifer L
Kellogg School of Management, Northwestern University, Evanston, IL 60208, USA.
J Pers Soc Psychol. 2004 Feb;86(2):205-18. doi: 10.1037/0022-3514.86.2.205.
This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of 6 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 the strategy of goal pursuit matches one's goal.
这项研究表明，人们与调节焦点相关的目标会缓和信息框架对说服力的影响。6项实验的结果表明，当信息以促进为重点时，采用收益框架呈现的诉求更具说服力；而当信息以预防为重点时，采用损失框架的诉求更具说服力。当感知风险被操纵时，这些调节焦点效应（表明对负面结果的警惕性提高以及对正面结果的渴望增强）会得到重复验证。在兼容性条件下，增强的加工流畅性会导致更有利的评价，这似乎是这些效应的基础。这些发现强调了调节匹配原则，该原则解释了信息框架效应的说服力，并突出了在目标追求策略与个人目标相匹配时，加工流畅性如何可能促成“感觉正确”的体验。
