The “Just-Right Feeling” and Recycling Behaviors: The Role of Regulatory Focus, Self-Construal, and Involvement

ABSTRACT This study examines the effects of the interaction between regulatory focus frames and self-construal (i.e., regulatory fit effects), and the mediating effects of involvement on responses to advertising messages that promote recycling. The results show that promotion-focused frames generate more positive attitudes and behavioral intentions in individuals with interdependent self-construal, whereas there was no differential framing effect in individuals with independent self-construal. The findings demonstrate a unique pattern of regulatory fit effects, also mediated by involvement with the recycling issues, in the context of environmental appeals. This study contributes to the findings of regulatory goal compatibility by investigating the effects of regulatory focus, self-construal, and involvement interplay in the context of recycling advertising campaign. Theoretical and practical implications of the study are discussed.