Journal
COMMUNICATION RESEARCH
Volume 41, Issue 2, Pages 159-179Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0093650212439710
Keywords
Internet search; health messages; motivational orientation; goals; regulatory focus
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This study examines the effects of exposure to messages incongruent with one's motivational orientation. In a factorial design with regulatory orientation and message frame as independent variables, participants (N = 106) conducted an information search on a web program. Participants selected online information that was congruent with their activated motivational orientation. Compatibility effects resulted in promotion orientation/gain frame and prevention orientation/loss frame participants reporting more favorable attitudes than promotion orientation/loss frame and prevention orientation/gain frame participants irrespective of exposure to messages incongruent with the activated motivational orientation. A similar pattern of results occurred with message recall. For behavioral intention, significant differences occurred for only the promotion orientation condition where gain-framed messages elicited greater behavioral intentions than the loss-framed message.
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