“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion

In four experiments, we show that goals associated with approach and avoidance needs influence persuasion and that the accessibility of distinct self-views mod-erates these effects. Specifically, individuals with an accessible independent self-view are more persuaded by promotion-focused information that is consistent with an approach goal. In contrast, individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information that is consistent with an avoidance goal. When the persuasive appeal is compatible with self-reg-ulatory focus, individuals demonstrate greater recall of the message content and are more discerning regarding argument strength. These findings provide conver-gent evidence that central processing under goal compatible conditions underlies the persuasion effects. Consider two friends, Nancy and Genevieve, both ofwhom were recently in the market for an automobile. Nancy ultimately purchased a Volvo sedan, and Genevieve purchased a Saab convertible. When comparing their choices in cars, they noticed several differences in the factors that