This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of six experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss framed appeals are more persuasive when the message is prevention focused. These regulatory focus effects suggesting heightened vigilance against negative outcomes and heightened eagerness toward positive outcomes are replicated when perceived risk is manipulated. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to underlie these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects, and highlight how processing fluency may contribute to the "feeling right" experience when strategy of goal pursuit matches one's goal.

Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion

This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of 6 experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss-framed appeals are more persuasive when the message is prevention focused. These regulatory focus effects suggesting heightened vigilance against negative outcomes and heightened eagerness toward positive outcomes are replicated when perceived risk is manipulated. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to underlie these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects and highlight how processing fluency may contribute to the "feeling right" experience when the strategy of goal pursuit matches one's goal.

/pdf/bringing-the-frame-into-focus-the-influence-of-regulatory-33i8yk1fut.pdf

Bringing the Frame Into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion.

Nationality: American Education: Ph.D. in Sociology and Personality... Alone Together: Why We Expect More from Technology â€¦ https://www.goodreads.com/book/show/8694125-alone-together Start by marking â€œAlone Together: Why We Expect More from Technology and Less from Each Otherâ€ as Want to Read: ... Unfortunately I am no closer to telling you why we expect more from technology & less from each other than I was before I read this book. One of the main things that bothered me about this book was that, even though I was really interested in these â€¦

Alone Together: Why We Expect More from Technology and Less from Each Other

Why is America a land of low-calorie food claims yet high-calorie food intake? Four studies show that people are more likely to underestimate the caloric content of main dishes and to choose higher-calorie side dishes, drinks, or desserts when fast-food restaurants claim to be healthy (e.g., Subway) compared to when they do not (e.g., McDonald’s). We also find that the effect of these health halos can be eliminated by simply asking people to consider whether the opposite of such health claims may be true. These studies help explain why the success of fast food restaurants serving lower-calorie foods has not led to the expected reduction in total calorie intake and in obesity rates. They also suggest innovative strategies for consumers, marketers, and policy makers searching for ways to fight obesity.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2474328_code117325.pdf?abstractid=2474328&mirid=4

The Biasing Health Halos of Fast Food Restaurant Health Claims: Lower Calorie Estimates and Higher Side-Dish Consumption Intentions

Reward mechanisms in obesity: new insights and future directions.

Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues

The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel simultaneous mixtures of both positive and negative emotions in response to indulgences and that the specific components of those emotional mixtures vary depending on differences in individual impulsivity. Further, these mixtures are resolved differently over time, leading to differences in subsequent choices. In addition we show that more prudent consumers are likely to seize an opportunity to get rid of, or "launder," their negative emotions after an indulgence by subsequently making utilitarian versus hedonic choices.

Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions

The majority of literature looking at self‐control dilemmas has focused on short‐term positive and long‐term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel simultaneous mixtures of both positive and negative emotions in response to indulgences and that the specific components of those emotional mixtures vary, depending on differences in individual impulsivity. Further, these mixtures are resolved differently over time, leading to differences in subsequent choices. In addition we show that more prudent consumers are likely to seize an opportunity to get rid of, or “launder,” their negative emotions after an indulgence by subsequently making utilitarian versus hedonic choices.

/pdf/immediate-and-delayed-emotional-consequences-of-indulgence-4276potx1f.pdf

Marketers and academic scholars have long been interested in understanding what drives impulsive behavior. Most of the extant literature has focused on what causes a person to indulge without looking into factors that may cause a person to over-indulge. Understanding the reasons that underlie urges that strengthen over time requires a goal-theoretic view of impulsiveness. In this paper, we examine pleasure-seeking (hedonic) goals that may exist within individuals and continue to operate over time, influencing impulsive behavior. We demonstrate that impulsivity is characterized by generalized reward sensitivity as well as by an activation of chronic goals to seek pleasure in various domains (experiment 1). We then demonstrate that these chronic goals can lead to increased levels of impulsivity over time (experiment 2). Finally, we show through a moment-to-moment tracking of desires that such increases in intensity of behavior might be a result of strengthening urges and desires over time that override any ambivalence that may be experienced (experiment 3). Our findings suggest that contextual cues have powerful influences on impulsive behavior over time when acting in conjunction with chronic hedonic goals, and have public policy implications for behaviors such as binge drinking and unrestrained eating.

Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior

Marketers and academics have long been interested in understanding what drives impulsive behavior and have focused on what causes a person to indulge. The three experiments reported in this article examine reasons that underlie urges that strengthen over time and cause people to overindulge from a goal-theoretic view of impulsiveness. The authors demonstrate that impulsivity is characterized by generalized reward sensitivity and by an activation of chronic goals to seek pleasure in various domains (Experiment 1). Furthermore, through a moment-to-moment tracking of desires, the authors demonstrate that such chronic goals, particularly in conjunction with temporarily primed goals, provide the momentum for impulsive people to override their self-control goals, leading to a strengthening of desires over time (Experiment 2). In turn, this causes impulsive people to behave even more impulsively when their activated hedonic goals are not satiated (Experiment 3). The findings suggest that contextual cues...

https://pages.stern.nyu.edu/~gmenon/Ramanathan%20and%20Menon%20JMR%20forthcoming.pdf

Suresh Ramanathan

Papers

Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues

Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions

Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions

Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior

Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior: