Self-construal and regulatory focus influences on persuasion: The moderating role of perceived risk

Previous research reports a promotion-focused message persuades individuals having an independent self-view more than a prevention-focused message while the reverse occurs for individuals with an interdependent self-view. Extending these findings, this research proposes that perceived risk moderates the effect of self-construal and regulatory focus on persuasion. That is, when perceived risk is high, a prevention-focused message is likely to be more persuasive, no matter the type of self-construal. However, when perceived risk is low, the persuasiveness of a promotion- versus prevention-focused message depends on the consumerʹs self-construal (independent or interdependent). Support for these predictions occurs in three empirical studies where perceived risk was manipulated based on temporal frames. Finally, this report discusses theoretical contributions behind and the practical implications of this research.