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- Title
The Effect of Self-Construal and Regulatory Focus on Persuasion: The Moderating Role of Perceived Risk.
- Authors
Ying-Ching Lin; Yu-Fang Lin; Chiu-Chi Angela Chang
- Abstract
The article focuses on the study to determine the different combination of self-construal, regulatory focus, and risk perceptions involved in a persuasive communication such as advertisement. Topics discussed are effect of independent self having unique attributes and interdependent self having harmonious attributes on the strategies of the consumer, effect of risk perceptions which can be manipulated to attract consumers' attention, and experiment conducted to explain the health benefits of cranberry juice on the basis of promotion versus prevention focus.
- Subjects
PERSUASION (Psychology); RISK perception -- Social aspects; HEALTH products; ADVERTISING; CONSUMER attitudes; CRANBERRY juice; SALES promotion; MARKETING
- Publication
Advances in Consumer Research, 2011, Vol 38, p886
- ISSN
0098-9258
- Publication type
Article