The Role of Regulatory Focus in Social Comparisons with Online News Personae
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چکیده
The appeal of personae in news is investigated based on social comparison and regulatory focus theory. High-school students (N=252) browsed through online news while selective exposure was unobtrusively logged. Manipulated headlines focused on individuals and varied along three within factors: the positive or negative valence of the headline, the sex of the portrayed individuals, and their economic status. After browsing news, participants completed a questionnaire including a self-esteem and a chronic regulatory focus scale. Although there could not be detected the role of regulatory focus as main effect, the number of selected headlines about the poor and the rich was largely determined by the interaction between it, their sex, self-esteem, and the way in which headlines were grouped together based on valence. The valence of the news played a significant role as main effect on headlines preferences.
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