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Advances in Psychological Science    2013, Vol. 21 Issue (2) : 347-357     DOI: 10.3724/SP.J.1042.2013.00347
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Regulatory Focus in Consumer Behavior Research
YIN Feifan;WANG Yong
(1 Key Laboratory of Behavioral Science, Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China) (2 Graduate School of Chinese Academy of Sciences, Beijing 100039, China)
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Abstract  Beyond the hedonic principle, Regulatory Focus Theory (Higgins, 1997) distinguished two kinds of motivational systems: promotion focus and prevention focus, which became one of the hottest topics in consumer behavior research. Through direct effect, regulatory relevance and regulatory fit effect, regulatory focus (RF) influences the whole progress of consumer decision-making and the effectiveness of persuasion. RF is determined by subject factor (cultural background, self-construal), stimulus factor (message framing, construal level, nonverbal cues, product type) and context factor, and the effectiveness of regulatory fit is moderated by elaboration likelihood. Practitioners should pay special attention to RF in marketing activities and make good use of regulatory fit effect to improve persuasion effectiveness. Future research should keep up with the advances of regulatory engagement theory, keep exploring the antecedents of RF, combine RF to online shopping context, and investigate how to attenuate the impairing effect of prevention focus.
Keywords regulatory focus      regulatory fit      consumer behavior      decision making      persuasion     
Corresponding Authors: WANG Yong   
Issue Date: 15 February 2013
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YIN Feifan
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YIN Feifan,WANG Yong. Regulatory Focus in Consumer Behavior Research[J]. Advances in Psychological Science, 2013, 21(2): 347-357.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2013.00347     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2013/V21/I2/347
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