| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 95 === Regulatory focus theory distinguishes between self-regulatory processes that focus on promotion and prevention strategies for goal pursuit. In study 1, we show that goals associated with approach and avoidance needs influence advertising persuasion and that the accessibility of distinct welf-views modierates these effects. Specifically, individuals with an accessible independent self-view are more persuaded by promotion-focused information that is consistent with an approach goal. In constrast, individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information that is consistent with an avoidance goal. In study 2 and 3, we show that resulting higher self-risk perception, no matter what self-constural are more persuaded by prevention-focused information that is consistent with an avoidance goal. Through study 2, we show that every day framing makes risks appear highly self risk estimate than every year framing, resulting in increased more attention to the avoidance of the undesirable outcome, and individuals whose interdependent self-view and independent self-view are more persuaded by prevention focused information that is consistent with an avoidance goal. So in a year frame, individuals with an accessible independent self-view are more persuaded by promotion-focused information and individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information. In study 3, we demonstrate that message cues can affect people’s self-risk estimates. When a risk behavior that makes the contraction of hepatitis B seem easier（vs. difficult）to contract is specified in the message, self-risk perception will be higher（vs. lower）. We show that the frequent risk-behavior of an information sheet on hepatitis B makes risks appear highly self risk estimate than the infrequent risk behavior, resulting in increased more attention to the avoidance of the undesirable outcome, and individuals whose interdependent self-view and independent self-view are more persuaded by prevention focused information that is consistent with an avoidance goal. So in the infrequent risk-behavior condition, individuals with an accessible independent self-view are more persuaded by promotion-focused information and individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information.
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