Self-Referenced Fear and Guilt Appeals: The Moderating Role of Self-Construal

Results from 2 studies on advertising to reduce the incidence of drinking and driving show that the effect of self- vs. other-referencing on the persuasiveness of fear and guilt appeals is moderated by definitions of the self (independent vs. interdependent self-construals). For people who hold a predominantly independent self-construal, superiority of self- vs. other-referencing holds for guilt appeals, but the opposite is true for fear appeals. For people who hold a predominantly interdependent self-construal, other-referenced and self-referenced messages are equally recalled and equally favorable for both fear and guilt appeals.