The Role Of Self‐regulatory Goals In Information Processing And Persuasion – Presentation Notes Essays Example

The main aim of our study was to show that influence persuasion is needed for the goals that are associated with avoidance and approach. Also, these effects are moderated by accessibility of distinct self-views.
The last experiment of the series (Experiment 4) aimed to examine the effects of goal compatibility, i.e. how compatible the goal is with the self-view, across cultural context. In total, we included 83 participants in the experiment, all from China. 59.5 percent of the participants were female. The participants were given the same information in strong argument conditions. The participants were made to rate their attitude towards the brand on a seven point scale.
The results of experiment 4 showed that the participants demonstrated positive attitude towards the brand more favorably when the interdependent self-view was more accessible and prevention frame conditions were present ( M = 4.96 vs. 4.36; M p 4.93 t (79) p 2.12, 1 ). With the experiment, we found out that participants are more likely to be attracted towards the prevention information if their self-view is interdependent. Thus, the avoidance goal with prevention focused information will be best suited in this situation. The experiment also showed that the participants demonstrated positive attitude towards the brand when the independent self-view was more accessible and promotion frame conditions were present. The independent self-view was made more accessible by independent situational prime manipulation. With that, the results became more favorable towards promotion- than prevention-frame condition ( M = 4.76 vs. 4.33; t (79) = 1.60, p <.05 ).
The experiments showed that those people who have their independent self-view more accessible as compared to interdependent self-view are more impressed or convinced by information that is promotion focused in nature and is in line with an approach goal. On the other hand, those people whose interdependent self-view is more accessible are more persuaded by information that is more prevention focused in nature and is consistent with an avoidance goal.
Furthermore, the experiments also showed that when persuasive appeal is in line with self-regulatory focus, people recall the message content more effectively and recognize the argument strength better.
The results of our study are also true across different operationalizations of self-view. This means that the accessibility of interdependent and independent self-views varies both in across cultures and in different situations within the same culture.

Study Question:

Ask someone from the audience, at the start of the presentation, that if they think that which approach is more likely to impress them? How a product gives you certain benefits (promotion based information) or how a product helps you prevent a disadvantage (prevention based information)?
Once they answer the question, then move on to tell them that your study tells that people who are more impressed by promotion based information are likely to have an independent self-view and vice versa.

References

Aaker, Jennifer L., and Angela Y. Lee. '“I” Seek Pleasures And “We” Avoid Pains: The Role Of Self‐Regulatory Goals In Information Processing And Persuasion'. Journal of Consumer Research 28.1 (2001): 33-49. Web. 27 Jan. 2015.