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I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope

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  • Choi, Tae Rang
  • Choi, Jung Hwa
  • Sung, Yongjun

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.

Suggested Citation

  • Choi, Tae Rang & Choi, Jung Hwa & Sung, Yongjun, 2019. "I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope," Journal of Business Research, Elsevier, vol. 99(C), pages 481-489.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:481-489
    DOI: 10.1016/j.jbusres.2018.03.010
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    References listed on IDEAS

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    4. Mo, Tingting & Cho, Yoon-Na & Wong, Nancy, 2022. "“I must have done something good”: Justifying luxury consumption with karmic beliefs," Journal of Business Research, Elsevier, vol. 144(C), pages 193-200.

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