Framing Political Messages to Fit the Audience’s Regulatory Orientation: How to Improve the Efficacy of the Same Message Content

This research investigates how the impact of persuasive messages in the political domain can be improved when fit is created by subliminally priming recipients’ regulatory focus (either promotion or prevention) and by linguistic framing of the message (either strategic approach framing or strategic avoidance framing). Results of two studies show that regulatory fit: a) increases the impact of a political message favoring nuclear energy on implicit attitudes of the target audience (Study 1); and b) induces a more positive evaluation of, and intentions to vote for, the political candidate who is delivering a message concerning immigration policies (Study 2).