Promotion or Prevention Messaging?: A Field Study on What Works When You Still Have to Work.

ABSTRACT: This article addresses the timely subject of the reactions toward a Sunday trade ban in Poland. The law introduced in March 2018 created a division among service employees: (1) those who used to work on Sundays before the law and now enjoy work-free Sundays, and (2) those who used to work and still have to work on Sundays. Although the objective circumstances did not change for this latter group, their current status quo (0) now had a new better state (+1) as a contrast reference point. Hence, this group experiences a non-gain rather than a loss. Using the framework of regulatory focus (Higgins, 1997) and regulatory fit (Higgins, 2000) theories, we predicted that the individuals in the non-gain condition would process a promotion (vs. prevention)-framed message more fluently. We also predi

SUBMITTER: Roczniewska MA 

PROVIDER: S-EPMC6199381 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature