Mechanism Underlying The Matching Effect Between Construal Level And Goal Framing

Recently many studies have focused on the matching effect between regulatory focus and goal framing on persuasion. Based on these studies, some researchers have also examined the matching effect between construal level and goal framing. The results have indicated that the matching effect between construal level and goal framing had a positive effect on persuasion. Likewise, when a low-level construal and high-level construal were respectively matched with loss framing and gain framing, people were more likely to be persuaded by the information. The purpose of this paper is to explore the mechanism underlying this matching effect. The results suggested that the processing fluency acted as a mediator on the matching effect between construal level and goal framing. This study had some theoretical and actionable implications for attitudes.