連続する2つのメッセージにおける同化と対比

──制御焦点の観点から──

抄録

Tormala and Clarkson (2007) demonstrated the effects of assimilation and contrast with two consecutive messages. We investigated the effects of regulatory focus on assimilation and contrast in a multiple message situation in an experimental study. We hypothesized that the effect of assimilation would be observed among people with a promotion focus and the effect of contrast would be observed among people with a prevention focus. The results partially supported our hypothesis. There was a contrast effect in people with a prevention focus when evaluating the perceived credibility of the message. Moreover, the effect of assimilation was observed mostly in people with a promotion focus when evaluating the perceived credibility of the message, although this effect was not statistically significant. Finally, possible explanations for why our hypothesis regarding the evaluations of attitudes about the message was not supported are discussed.