Approach/avoidance motivation: Extensions of the congruency effect

Approach/avoidance motivation: Extensions of the congruency effect

Bibliographic Details
Main Author: Hammill, Amanda C.
Language:English
Published: Cleveland State University / OhioLINK 2008
Subjects:
Marketing
Psychology
Regulatory Focus
BIS/BAS
Consumer Psychology
Approach/ avoidance Motivation
Online Access:http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968
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spelling ndltd-OhioLink-oai-etd.ohiolink.edu-csu12167419682021-08-03T05:34:43Z Approach/avoidance motivation: Extensions of the congruency effect Hammill, Amanda C. Marketing Psychology Regulatory Focus BIS/BAS Consumer Psychology Marketing Approach/ avoidance Motivation Messages are more effective when framed to be congruent with individuals’ approach/avoidance motivation (Sherman, Mann, & Updegraff, 2006). Two experiments explored whether congruency might also effect consumer reactions by examining whether person-message fit enhances enjoyment of taste of a product, increases how fluid an advertisement is perceived to be, and heightens one’s willingness to buy a product and the overall product value. Study 1 demonstrated a congruency effect, where avoidance motivation scores positively predicted perceptions of taste/enjoyment of a sugar-free food, but only when the product advertisement was loss-framed. In the loss-frame condition, higher avoidance scores also related to increased ratings of advertisement quality. Unexpectedly, congruency effects were not found under gain-frame conditions. Study 2 examined if congruency effects would be accented in group settings. A main effect was expected, where participants in the group condition would rate the outcome variables higher than those in the individual condition. Study 2 demonstrated an accentuation effect, but not as expected. Overall this study broadens our awareness of factors that interact to influence attitudes, and perceptions of taste and message quality. 2008-07-24 English text Cleveland State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968 http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection NDLTD
language English
sources NDLTD
topic Marketing
Psychology
Regulatory Focus
BIS/BAS
Consumer Psychology
Marketing
Approach/ avoidance Motivation
spellingShingle Marketing
Psychology
Regulatory Focus
BIS/BAS
Consumer Psychology
Marketing
Approach/ avoidance Motivation
Hammill, Amanda C.
Approach/avoidance motivation: Extensions of the congruency effect
author Hammill, Amanda C.
author_facet Hammill, Amanda C.
author_sort Hammill, Amanda C.
title Approach/avoidance motivation: Extensions of the congruency effect
title_short Approach/avoidance motivation: Extensions of the congruency effect
title_full Approach/avoidance motivation: Extensions of the congruency effect
title_fullStr Approach/avoidance motivation: Extensions of the congruency effect
title_full_unstemmed Approach/avoidance motivation: Extensions of the congruency effect
title_sort approach/avoidance motivation: extensions of the congruency effect
publisher Cleveland State University / OhioLINK
publishDate 2008
url http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968
work_keys_str_mv AT hammillamandac approachavoidancemotivationextensionsofthecongruencyeffect
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