I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope

Tae Rang Choi, Jung Hwa Choi and Yongjun Sung

Journal of Business Research, 2019, vol. 99, issue C, 481-489

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.

Keywords: Self-concept; Self-threat; Regulatory focus; Hope; Advertising (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:99:y:2019:i:c:p:481-489

DOI: 10.1016/j.jbusres.2018.03.010

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