Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing

According to Self-Determination Theory, goal framing can be categorized as intrinsic or extrinsic. Intrinsic goal framing emphasizes the attainment of intrinsic goals (e.g., autonomy, growth, and health), whereas extrinsic goal framing articulates the attainment of extrinsic goals (e.g., wealth, image, and fame). Although prior research has demonstrated that intrinsic (vs. extrinsic) goal framing leads to more desirable goal-related outcomes, three experiments in the context of persuasion reveal a boundary condition of this established relationship. Specifically, this work demonstrates that the established positive effect of intrinsic (vs. extrinsic) goal framing is evident only when consumers' independent self-construal is accessible. In addition, findings show that both autonomous motivation and message persuasiveness mediate these effects. This work offers a theoretical contribution to the motivation and consumer behavior literature streams by demonstrating the moderating role of consumers' accessible self-construal on goal framing. This work also offers practical implications for advertising and message strategy.