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Approach/avoidance motivation: Extensions of the congruency effect

Hammill, Amanda C.
http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968

Abstract Details

2008, Master of Arts in Psychology, Cleveland State University, College of Science.
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.
Ernest Park, PhD (Committee Chair)
Brian Blake, PhD (Committee Member)
Michael Horvath, PhD (Committee Member)
94 p.
Marketing; Psychology
Regulatory Focus; BIS/BAS; Consumer Psychology; Marketing; Approach/ avoidance Motivation

Recommended Citations

Citations

  • Hammill, A. C. (2008). Approach/avoidance motivation: Extensions of the congruency effect [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968

    APA Style (7th edition)

  • Hammill, Amanda. Approach/avoidance motivation: Extensions of the congruency effect. 2008. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968.

    MLA Style (8th edition)

  • Hammill, Amanda. "Approach/avoidance motivation: Extensions of the congruency effect." Master's thesis, Cleveland State University, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968

    Chicago Manual of Style (17th edition)

csu1216741968
851
© 2008, all rights reserved.
This open access ETD is published by Cleveland State University and OhioLINK.