Consumers attitude toward a product is more favorable when product benefits fit their regulatory goal. In this research project, we are looking specifically at hedonic and utilitarian attributes. In two experiments, we show that goals associated with approach and avoidance needs influence persuasion and also self concept acceptance. We also show that the acceptance of distinct self concept moderates these persuasion effects. The pattern of findings, which is robust across multiple operationalizations of accessible self-views involving situational primes (with or without compliment and with or without telling the whole facts), converges to show that more elaborative processing occurs when information is compatible versus incompatible with one’s self concept acceptance. The results provide new findings and offer useful insights for marketers, particularly who own hedonic-positioned products as they formulate marketing strategies.

Consumers attitude toward a product is more favorable when product benefits fit their regulatory goal. In this research project, we are looking specifically at hedonic and utilitarian attributes. In two experiments, we show that goals associated with approach and avoidance needs influence persuasion and also self concept acceptance. We also show that the acceptance of distinct self concept moderates these persuasion effects. The pattern of findings, which is robust across multiple operationalizations of accessible self-views involving situational primes (with or without compliment and with or without telling the whole facts), converges to show that more elaborative processing occurs when information is compatible versus incompatible with one’s self concept acceptance. The results provide new findings and offer useful insights for marketers, particularly who own hedonic-positioned products as they formulate marketing strategies.

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