Message Framing and Interpersonal Orientation at Cultural and Individual Levels: Involvement as a Moderator

Abstract

On the basis of self-regulatory goals literature, this study predicts that persons with independent and interdependent self-concepts may respond differently to messages with promotion and prevention frames, though the effect may apply only to highly involved persons. The findings confirm these hypotheses at the cultural level (Experiment 1) and the individual level (Experiment 2), showing that greater product involvement increases the effectiveness of self-concept congruent but not incongruent message framing. In addition to the consequence valence explored in Experiment 1, prior research identifies compliance as another important dimension of message framing. Because people with a prevention-/promotion-oriented selfregulatory focus are sensitive to the presence and absence of negative/positive consequences, the superior effects of congruent message framing for highly involved persons should exist regardless of whether the messages emphasise compliance or noncompliance. Experiment 2 confirms these expectations in a collecrivisric culture.