I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope
- Authors
- Choi, Tae Rang; Choi, Jung Hwa; Sung, Yongjun
- Issue Date
- Jun-2019
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Self-concept; Self-threat; Regulatory focus; Hope; Advertising
- Citation
- JOURNAL OF BUSINESS RESEARCH, v.99, pp.481 - 489
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF BUSINESS RESEARCH
- Volume
- 99
- Start Page
- 481
- End Page
- 489
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/64891
- DOI
- 10.1016/j.jbusres.2018.03.010
- ISSN
- 0148-2963
- Abstract
- This research explored the impact of self-threat on two types of hope, distinguished by regulatory focus: prevention hope versus promotion hope. Two experimental studies were conducted. The results of Study 1 indicated that individuals are more likely to focus on prevention hope when their self-view is threatened. Additionally, the findings in Study 1 were extended in the next experiment using an advertising context. Study 2 revealed that prevention hope-focused advertising messages were more persuasive (namely, advertising trust and the attitude toward both advertising and the brand) and inspired consumers' behavioral intention (or purchase intention) more than promotion hope-focused advertising messages when self-threat occurred. The implications of the study's findings and suggestions for future research are also discussed.
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Collections - School of Psychology > School of Psychology > 1. Journal Articles
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