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oai:www.ideals.illinois.edu:2142/29587 2023-07-10 col_2142_16325 col_2142_5131 com_2142_16324 com_2142_16323 com_2142_5130

Vargas, Patrick T. Ham, Chang Dae Nelson, Michelle R. Yoon, Sukki Oh, Sang Do 2012-02-01T00:56:42Z 2014-02-01T11:00:36Z 2011-12 2012-02-01T00:56:42Z 2011-12 The premise on which the present research proceeds is that the persuasive impact of an environmental message depends on both regulatory focus and construal level. Research indicates that people often focus more on information that is relevant to them. Hence they will attend more on information that fits with their self-regulatory orientations. When one’s regulatory orientation is sustained during goal pursuit, participants are more persuaded (Cesario, Grant, & Higgins, 2004), express higher brand affinity (Aaker & Lee, 2001), and engaged more in advertisement (Wang & Lee, 2006). Results of four studies show that 1) regulatory fit between regulatory focus and construal level of benefits can be induced 2) more favorable sustainable product evaluations and persuasion are likely to occur when people’s self-regulatory orientations and their construal level of benefits fit with one another 3) the effect of self-regulatory goal depend on construal level of benefits 4) involvement mediates the effect of fit between regulatory focus and construal level on evaluations. The overall pattern of findings, which is consistent across multiple operationalizations of regulatory focus (picture prime and advertisement message frame) converges to demonstrate that more favorable product evaluations and persuasion occurs when the level of construal fits one’s accessible regulatory focus, however, these effects are prominent only when individuals construe sustainable products’ benefits closely. Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2011-11-30T14:20:40Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 Oh_ Sang Do.pdf: 4658551 bytes, checksum: e93e6928a6896bd76ca9215b40630087 (MD5) Made available in DSpace on 2012-02-01T00:56:42Z (GMT). No. of bitstreams: 2 Oh_SangDo.pdf: 4780502 bytes, checksum: 57f5067319c9815bb53c97b051cccf9b (MD5) license.txt: 4055 bytes, checksum: 6fdf4695f07a1be86dc1a1485dcc58a1 (MD5) Item marked as restricted to the 'Administrator' Group (id=1) by William Ingram (wingram2@illinois.edu) on 2012-02-01T00:57:24Z Item is restricted until 2014-02-01T00:56:58Z Item reinstated by Sarah Shreeves (sshreeve@illinois.edu) on 2014-02-01T11:00:36Z Item was in collections: Dissertations - Communications (ID: 747) Graduate Theses and Dissertations at Illinois (ID: 204) No. of bitstreams: 3 Oh_SangDo.pdf.txt: 128936 bytes, checksum: 7558d81612b9f5b0ea0d3024ea3ecf7f (MD5) Oh_SangDo.pdf: 4780502 bytes, checksum: 57f5067319c9815bb53c97b051cccf9b (MD5) license.txt: 4055 bytes, checksum: 6fdf4695f07a1be86dc1a1485dcc58a1 (MD5) Item released from any restrictions by Sarah Shreeves (sshreeve@illinois.edu) on 2014-02-01T11:00:36Z http://hdl.handle.net/2142/29587 en Copyright 2011 Sang Do Oh regulatory focus construal level sustainability Why go green? To save this planet, or to advocate your ego? Dissertation / Thesis text Inst of Communications Rsch 1238 Communications 0279 University of Illinois at Urbana-Champaign Dissertation Ph.D. PHD:Communications -UIUC 10KS0279PHD