Article2007

Vigilant against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge

444 citations0/0 files storedJournal of Marketing Research

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Behavioral Health and Interventions Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This article proposes that compared with a promotion regulatory focus, a prevention focus increases sensitivity to the advertiser's manipulative intent. Specifically, when message cues make manipulative intent moderately salient, prevention-focused people are more likely to activate persuasion knowledge and give less favorable brand evaluations than promotion-focused people. When message cues make manipulative intent highly salient or when manipulative intent is not salient, brand evaluations do not differ across regulatory foci. In addition, externally priming suspicion of manipulative intent makes promotion-focused people react similarly to prevention-focused people, suggesting that regulatory focus affects vigilance against persuasion.

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References

1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1997Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making 2001“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion 2008Handbook of consumer psychology 2004Regulatory Fit and Persuasion: Transfer From "Feeling Right."1994Ideal versus ought predilections for approach and avoidance distinct self-regulatory systems.1999Promotion and prevention choices between stability and change.

Cited by

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