122 Query-Based Information, Self-Construals and Persuasion In addition, in step with research suggesting that the interdependent placed greater importance on fitting in as opposed to self-reliance, whereas the independent placed greater importance on autonomy than group norms, the third study shows that participants with primed independent self-view report themselves more uncertain about past purchases and more attractive to advocated products when exposed to self-framed queries. The reverse pattern is found for their interdependent counterparts. These results confirm that consumers are more influenced by choice queries when the message frames are aligned with their self-construal. 4. Research Limitations/Implications Choice queries encoded in advertising messages must be strategically constructed to interact with a target audiences’ personal motivations as related to buying decisions. The effectiveness of both prevention-focused or promotion-focused queries are dependent upon the individual’s self-construal. It does not matter if the individual’s self-construal is maneuvered or is predominant characteristics. Individuals self-construed as independent are more likely to favor items when choice queries are framed as promotion focus, whereas individuals holding interdependent self-view generally react more favorably to query messages phrased in prevention-focused terms. The operative in such cases is purchase uncertainty, as using questions to prompt shoppers to revisit their previous selections. In other words, spurred by the questions, shoppers review their decision-making. Therefore, alignment of the regulatory focus of a communication and a person’s self-view can accomplish persuasion. The moderating role of self-/others-frame is additionally significant. The choice query phrased in self-frame results in raised misgivings about buying for the independent due to their tendency to selfreliance. This could have a decisive effect on the power of persuasion of a choice query. By contrast, persons highly valuing social connections readily alter their actions based on others’ selections. Therefore, questions constructed in language related to others can offer an informational foundation for their choice decisions. Such results provide workable insights for creating marketing messages that fit individuals’ motivations for buying. Queries about choices should be determined and related to product myth and knowledge bias, in terms of promotion focus, to persuade the possible independents of the benefits of promoted items over other potential choices. On the other hand, marketers should choose prevention-focused queries if consumers are
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