Purpose: This study explores how mechanistic self-dehumanization affects plan choice, with “follow your ‘head’” as a mediator, and tests message appeal as a moderator. Design/methodology/approach: The hypotheses are tested by four studies. Studies 1A and 1B demonstrate the main effect of mechanistic self-dehumanization. Study 2 establishes “follow your ‘head’” as a mediator and Study 3 examines the moderating role of message appeal. Findings: Results show that consumers high in mechanistic self-dehumanization prefer rigid plans by following their “head” and making rational decisions. Furthermore, this effect holds only when rigid plans are framed with agentic appeal. Originality/value: This study advances research on mechanistic self-dehumanization by showing its impact on plan choice, extends understanding of following one's “head” and highlights how message appeals shape preferences, offering practical guidance for designing plans aligned with consumers' psychological tendencies.

Along with the popularity of the omni-channel strategy and new communication technology, companies can communicate with consumers using different forms of information (listed or narrative), both online and offline. However, the effectiveness and mech...