Monetary value from regulatory fit: The difference on the effects of advertising conditions.

[Speaker] Nagamine, Masato:1,2
[Co-author] Toyama, Miki:1,2, Miwa, Shuhei:1,2, Tang, Li:1,2, Aikawa, Atsushi:1,2
1:University of Tsukuba (Japan), 2:Center for Research on Educational Testing (CRET) (Japan)

This research examined if the impact of regulatory focus on persuasive preference of information (two-sided or one-sided) remains on people having experienced regulatory fit. We manipulated regulatory fit by priming (ideal or ought self) and strategy (speed or accuracy). First, participants thought about their ideal self, or ought self, and situational promotion focus, or prevention focus was induced. Next, participants completed dot-connect tasks with speed orientation as an eager strategy, or accuracy orientation as a vigilant strategy. Finally, based on Higgins et al. (2003), participants were given a choice between a desirable gift and an undesirable gift. Before making their choice, we explained those two gifts with two-sided advertising (strong and weak points), or with one-sided advertising (strong point only), and then, we asked them to predict the price of the chosen one. We tested the effects of advertising conditions for regulatory fit.
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