Regulatory fit and persuasion: Roles of elaboration and transportation likelihood

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This chapter puts current research on regulatory fit and persuasion into the larger contexts of elaboration likelihood and transportation likelihood (the likelihood of becoming experientially engaged with a narrative). I lay groundwork by describing regulatory fit with prevention focus and promotion focus, how regulatory fit is operationally defined, and how it can affect judgments through feelings-as-information, metacognitive, and other processes. Then I review current research on how regulatory fit affects persuasion through advocacy messages and through narratives, noting where interpretational ambiguities exist. Finally I speculate about how effects of regulatory fit on persuasion might differ according to elaboration or transportation likelihood and according to whether the regulatory-fit experience results from an initial event unrelated to the communication or from engagement with the communication itself.

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Psychology of Persuasion

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