Discussion (Week4)

Discussion (Week4) - Bringing Frame into Focus The...

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Bringing Frame into Focus: The influence of regulatory fit on processing fluency and persuasion I) Review a. Different Persuasive Frame i. Gain frames – focus is on desirable end states ii. Loss frames – focus is on undesirable end states b. Regulatory Focus Theory i. Promotion Focus – aspiring toward ideals and pursuing gains ii. Prevention Focus – avoiding obligations and possible losses c. Goals can be pursued with either a promotion or prevention focus, although some goals are more likely to be pursued by one in particular (“higher level of fit”) i. This fit depends on the compatibility between end state (gain vs. loss frame) and regulatory focus (promotion vs. prevention) ii. Specifically, this fit depends on whether the person is feeling “at risk” (loss frame), which makes prevention focuses more effective II) In Sum a. When people perceive themselves to be at risk of negative outcomes, they process information through a loss frame, which makes prevention focused persuasive messages more effective b. When people do not perceive themselves to be at risk, they process information through a gain frame, which makes promotion focused persuasive messages more effective
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This note was uploaded on 04/17/2008 for the course PSC 290 taught by Professor Sherman during the Spring '07 term at UC Davis.

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Discussion (Week4) - Bringing Frame into Focus The...

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