For consumers with an independent self-view (who view themselves as defined by unique characteristics), messages that stress avoidance goals (negative framing) are more convincing.

Question

Quizplus · Accepted Answer

Consumers with an independent self-view are more persuaded by messages that stress approach goals (positive framing) because they focus on personal achievement and benefits, aligning better with their self-conception.

For Consumers with an Independent Self-View (Who View Themselves as Defined