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BibTeX
How regulatory focus influences consumer behavior
European journal of social psychology, 2007-01, Vol.37 (1), p.33-51
Werth, Lioba
Foerster, Jens
2007
Volltextzugriff (PDF)
Details
Autor(en) / Beteiligte
Werth, Lioba
Foerster, Jens
Titel
How regulatory focus influences consumer behavior
Ist Teil von
European journal of social psychology, 2007-01, Vol.37 (1), p.33-51
Ort / Verlag
Chichester, UK: John Wiley & Sons, Ltd
Erscheinungsjahr
2007
Quelle
Wiley Online Library Journals Frontfile Complete
Beschreibungen/Notizen
According to Higgins (1997) the theory of regulatory focus says that in terms of both information processing and motivation it makes a difference whether people have a promotion or prevention focus. In this paper, this theory will be applied to the area of consumer psychology. In three experiments we show that consumer's regulatory focus either measured or induced in a given situation influences product evaluations. Study 1 shows that consumers are interested in different product features depending on their focus; whereas in the prevention focus they are more interested in safety‐oriented aspects, in the promotion focus they concentrate more on comfort‐oriented qualities. In Study 2, a typical prevention product and a typical promotion product are compared with one another and data shows that focus compatible products are evaluated more positively. In Study 3 we demonstrate that advertisments that correspond to the focus of the consumer lead to more positive evaluations of the product than advertisments that are incompatible with the focus of the consumer. Theoretical and practical implications will be discussed. Copyright © 2006 John Wiley & Sons, Ltd.
Sprache
Englisch
Identifikatoren
ISSN: 0046-2772
eISSN: 1099-0992
DOI: 10.1002/ejsp.343
Titel-ID: cdi_proquest_miscellaneous_61670861
Format
–
Schlagworte
Advertisements
,
Advertising. Marketing. Consume behavior
,
Applied psychology
,
Biological and medical sciences
,
Consumer attitudes
,
Consumer behaviour
,
Consumer studies
,
Consumers
,
Consumption
,
Evaluation
,
Fundamental and applied biological sciences. Psychology
,
Information Processing
,
Motivation
,
Prevention
,
Promotion
,
Psychology
,
Psychology. Psychoanalysis. Psychiatry
,
Psychology. Psychophysiology
,
Regulation
,
Regulation theory
,
Social influence
,
Social psychology
,
Theory
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