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Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness

By Angela Y. Lee, Punam Anand Keller and Brian Sternthal


This research investigates the relationship between regulatory focus and construal level. The findings indicate that promotion-focused individuals are more likely to construe information at abstract, high levels, whereas those with a prevention focus are more likely to construe information at concrete, low levels (experiments 1 and 2). Further, such fit (vs. nonfit) between an individual's regulatory focus and the construal level at which information is represented leads to more favorable attitudes (experiments 3 and 4) and enhances performance on a subsequent task (experiment 3). These outcomes occur because fit enhances engagement that in turn induces processing fluency and intensifies reactions. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

DOI identifier: 10.1086/605591
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