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Title: Are you what you "Like" on Facebook? Role of regulatory fit on liking of Facebook statuses
Authors: Nur Qamarina Ilham
Keywords: DRNTU::Social sciences::Psychology
Issue Date: 2015
Abstract: Regulatory focus is a psychological variable which is used to describe the goal orientation of individuals. According to this theory, individuals are said to have either a predominant promotion or prevention regulatory focus. The current study hypothesized that Facebook statuses which match other Facebook users’ regulatory foci creates regulatory fit between the poster of the status and the viewer of the status, and this fit leads to greater implicit and explicit liking of the poster. Participants (N = 59), who were Facebook users, were randomly allocated to either a gain-frame or loss-frame condition. Each condition comprised of the Regulatory Focus Questionnaire (RFQ), a reaction time measure, a liking scale and Perceived Similarity measure. I examined whether regulatory fit, between the regulatory focus of participants and the Facebook statuses presented to them, would lead to greater liking for the statuses, as measured by a reaction time measure and a liking scale. It was also hypothesized that perceived similarity mediated the relationship between regulatory fit and liking. Results did not reveal any statistically significant relationship between regulatory fit and liking in both gain and loss-frame conditions. Similarly, perceived similarity was not a significant mediator of regulatory fit and liking (p > .05).
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:HSS Student Reports (FYP/IA/PA/PI)

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