Regulatory Fit Setting aside your political views, do you find yourself drawn to some types of speeches, arguments, editorials, and television commercials more than others? Joseph Cesario and others (2004) proposed that people are more likely to be influenced by messages that fit their frame of mind and “feel right.” In particular, they noted that in an effort to regulate their own emotion state, some individuals are promotion oriented (drawn to the pursuit of success, achievement, and their ideals), whereas others are more prevention oriented (protective of what they have, fearful of failure, and vigilant about avoiding loss).
Do these differing outlooks on life make people more responsive to some types of persuasive messages than others? To find out, these researchers presented two versions of an article advocating for a new after-school children’s program. They found that promotion-motivated participants were more persuaded by the article when the arguments in it were framed in promotional terms (“because it will advance children’s education and support more children to succeed”), while prevention-motivated participants were persuaded more when the very same arguments were framed in more defensive terms (“because it will secure chil- dren’s education and prevent more children from failing”).
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