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Additional studies have demonstrated that messages can be framed to effectively appeal to whichever self view is more relevant. As a result, it may be that where the message is framed in a manner which is congruent with the dominant cultural self-view it is more persuasive or formally,
"H3: For promotion-focused (prevention-focused) Westerners (Easterners), a message that emphasizes the consumption opportunity as fulfilling a promotion (prevention) goal elicits more impatience that does a message that emphasizes the consumption opportunity as fulfilling a prevention (promotion) goal...
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Using the same cultural differences leads to
"H4: For promotion-focused (prevention-focused) Westerners (Easterners), a message that emphasizes a promotion loss (prevention loss) rather than a promotion gain (prevention gain) has a greater impact on impatience than does a message which
emphasizes a prevention loss (promotion loss) rather than a prevention gain (promotion gain...
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