Vigilant against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge

This article proposes that compared with a promotion regulatory focus, a prevention focus increases sensitivity to the advertiser's manipulative intent. Specifically, when message cues make manipulative intent moderately salient, prevention-focused people are more likely to activate persuasion...

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Bibliographic Details
Published inJournal of marketing research Vol. 44; no. 4; pp. 688 - 701
Main Authors Kirmani, Amna, Zhu, Rui (Juliet)
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.11.2007
SAGE PUBLICATIONS, INC
Subjects
Advertising
Advertising campaigns
Advertising restrictions
Brands
Comparative analysis
Consumer research
Deceptive advertising
False advertising
Knowledge
Manipulation
Marketing
Persuasion
Saliency
Studies
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Summary:This article proposes that compared with a promotion regulatory focus, a prevention focus increases sensitivity to the advertiser's manipulative intent. Specifically, when message cues make manipulative intent moderately salient, prevention-focused people are more likely to activate persuasion knowledge and give less favorable brand evaluations than promotion-focused people. When message cues make manipulative intent highly salient or when manipulative intent is not salient, brand evaluations do not differ across regulatory foci. In addition, externally priming suspicion of manipulative intent makes promotion-focused people react similarly to prevention-focused people, suggesting that regulatory focus affects vigilance against persuasion.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
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ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.44.4.688