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| Title | Self-construal and regulatory focus influences on persuasion: The moderating role of perceived risk |
| Creator | 林穎青 Lin, Ying-Ching;Chang, Chiu-chi Angela;Lin, Yu-Fang |
| Contributor | 傳播學院 |
| Key Words | Perceived risk; Self-construal; Self-regulatory focus; Persuasion |
| Date | 2012 |
| Date Issued | 11-Jan-2016 14:36:39 (UTC+8) |
| Summary | Previous research reports a promotion-focused message persuades individuals having an independent self-view more than a prevention-focused message while the reverse occurs for individuals with an interdependent self-view. Extending these findings, this research proposes that perceived risk moderates the effect of self-construal and regulatory focus on persuasion. That is, when perceived risk is high, a prevention-focused message is likely to be more persuasive, no matter the type of self-construal. However, when perceived risk is low, the persuasiveness of a promotion- versus prevention-focused message depends on the consumer`s self-construal (independent or interdependent). Support for these predictions occurs in three empirical studies where perceived risk was manipulated based on temporal frames. Finally, this report discusses theoretical contributions behind and the practical implications of this research. |
| Relation | Journal of Business Research,65(8),1152-1159 |
| Type | article |
| DOI | http://dx.doi.org/10.1016/j.jbusres.2011.08.001 |
| dc.contributor | 傳播學院 | |
| dc.creator (作者) | 林穎青 | zh_TW |
| dc.creator (作者) | Lin, Ying-Ching;Chang, Chiu-chi Angela;Lin, Yu-Fang | |
| dc.date (日期) | 2012 | |
| dc.date.accessioned | 11-Jan-2016 14:36:39 (UTC+8) | - |
| dc.date.available | 11-Jan-2016 14:36:39 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Jan-2016 14:36:39 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/80490 | - |
| dc.description.abstract (摘要) | Previous research reports a promotion-focused message persuades individuals having an independent self-view more than a prevention-focused message while the reverse occurs for individuals with an interdependent self-view. Extending these findings, this research proposes that perceived risk moderates the effect of self-construal and regulatory focus on persuasion. That is, when perceived risk is high, a prevention-focused message is likely to be more persuasive, no matter the type of self-construal. However, when perceived risk is low, the persuasiveness of a promotion- versus prevention-focused message depends on the consumer`s self-construal (independent or interdependent). Support for these predictions occurs in three empirical studies where perceived risk was manipulated based on temporal frames. Finally, this report discusses theoretical contributions behind and the practical implications of this research. | |
| dc.format.extent | 130 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | Journal of Business Research,65(8),1152-1159 | |
| dc.subject (關鍵詞) | Perceived risk; Self-construal; Self-regulatory focus; Persuasion | |
| dc.title (題名) | Self-construal and regulatory focus influences on persuasion: The moderating role of perceived risk | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1016/j.jbusres.2011.08.001 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1016/j.jbusres.2011.08.001 |