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, Youngjun Sung

Research output: Contribution to journalArticle

2 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)481-489
Number of pages9
JournalJournal of Business Research
Volume99
DOIs
Publication statusPublished - 2019 Jun 1

Keywords

  • Advertising
  • Hope
  • Regulatory focus
  • Self-concept
  • Self-threat

ASJC Scopus subject areas

  • Marketing

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