Self-Discrepancies and Involvement Moderate the Effects of Positive and Negative Message Framing in Persuasive Communication

Abstract

One individual difference that is conceptually closely related to the positive and negative framing of outcomes in persuasive communications is the person's self-discrepancy. It was expected that a match between a person's self-discrepancy and framing will lead to more persuasion, under the condition that the information is processed centrally (high involvement). Two experiments were conducted to test this expectation, one through the Internet among obese people and one in the laboratory among students. Both experiments showed that only among those with high involvement—assessed as an individual difference—participants with an ideal-discrepancy were persuaded the most by the positively framed information, whereas participants with an ought-discrepancy were persuaded the most by the negatively framed information.