When fit fosters favoring: The role of private self-focus

The present research extends work on the ‘the value from fit’ principle by showing that regulatory fit effects on persuasion and behavioral compliance are stronger for people high, as opposed to low, in private self-focus. Previous research has shown that people high in private self-focus are strongly affected by external information. In the current work, we demonstrated that people high (vs. low) in private self-focus are more persuaded by information that matches (vs. mismatches) activated self-knowledge.