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European journal of social psychology, 2007-01, Vol.37 (1), p.33-51
2007

Details

Autor(en) / Beteiligte
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
Link zum Volltext
Quelle
Applied Social Sciences Index & Abstracts (ASSIA)
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.

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