| Abstract: | The purpose of this study is to explore the extent to which informational cues interact with individuals’ motivational states during their evaluation of a product. This article confirms the interaction effects between informational cues and motivational states by examining product attributes and advertising appeals as informational cues, and regulatory focus as a motivational state. The results from three studies indicate that consumers with promotion focus find extrinsic cues as more important and have more favorable evaluation toward a product with superior extrinsic cues. Prevention‐focused consumers, however, perceive intrinsic cues of a product as more important, and thus have more favorable evaluation toward a product with superior intrinsic cues. |
