Bringing the Frame into Focus : The Influence of Regulatory Fit on Processing Fluency and Persuasion

This research examines how people's goals associated with regulatory focus impact of message framing effects on persuasion. Findings from six experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss framed appeals are more persuasive when the message is prevention focused. These results (which are conceptually replicated when perceived risk is manipulated) suggest heightened vigilance against negative outcomes as well as heightened eagerness toward positive outcomes. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to be the mechanism underlying these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects, and highlight how processing fluency may contribute to the feeling right experience when strategy of goal pursuit matches one's goal