Goal Orientation and Comparative Valence in Persuasion

Abstract

Using regulatory focus theory, this study investigates the interaction effects of goal orientation and comparative valence on persuasion. With three dependent variables—magnitude of difference in attitudes toward target and competitive brands, message diagnosticity, and purchase intentions—the authors use a 2 (goal orientation: promotionfocused, prevention-focused) x 3 (comparative valence: positive, moderately negative, extremely negative) between-subjects factorial design. The results show that when the comparative valence is positive, promotion-focused consumers experience stronger persuasion effects than do prevention-focused consumers. When the comparative valence is extremely negative, prevention-focused consumers experience stronger persuasion effects.