Abstract
On the basis of regulatory focus theory (Higgins, 1997), two experiments were conducted to explore the effects of regulatory fit on persuasion under different military operations. It is proposed that appeals presented in promotion focus frames are more persuasive in promotion focus military operations (e.g., offensive), while prevention focus–framed appeals are more persuasive in prevention focus military operations (e.g., defensive). In study one, 99 military personnel were randomly assigned to either of 2 (messages: promotion vs. promotion focus frame) × 2 (operations: offensive vs. defensive) conditions. No significant results were found. In study two, 53 military cadets were randomly assigned to either of 2 (messages: promotion vs. promotion focus frame) × 2 (operations: offensive with superior forces vs. defensive with inferior forces) conditions. The results indicate that need for cognition (NFC) moderates the effects of regulatory fit on persuasiveness. For high-NFC subjects, promotion focus–framed appeals are more persuasive in numerical superiority attacking operations, whereas prevention ones are more persuasive in numerical inferiority defending operations. This interaction effect was not found for low-NFC subjects.
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