“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion
Top Cited Papers
- 1 June 2001
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 28 (1) , 33-49
- https://doi.org/10.1086/321946
Abstract
In four experiments, we show that goals associated with approach and avoidance needs influence persuasion and that the accessibility of distinct selfKeywords
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