The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites

This article examines whether individual differences in chronic regulatory focus (prevention vs. promotion focus) among adolescents influences the way they evaluate targeted advertising on social networking sites. Study 1 (survey) reveals that adolescents with a promotion focus (who are oriented toward achieving positive outcomes) have a more positive attitude and a higher purchase intention toward targeted advertising, as compared to prevention-focused adolescents (who are dispositioned toward avoiding negative outcomes). Study 2 (experiment) investigates how adolescents’ chronic regulatory focus can alter their attitude and purchase intention on a mock social networking site that includes a targeted advertisement. Results show that a low personalized targeted ad is better evaluated (in terms of a more positive attitude and higher purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed.     

Do promotion and prevention focus influence impulse buying: The role of mood regulation,shopping values,and impulse buying tendency

Earlier researchers have observed that an individual consumer's mood plays a significant role in increasing the impulsiveness, which leads to impulsive buying. The literature on shoppers' motivational traits has profoundly acknowledged the impact of these traits and mood regulation constructs on individual shopping values. The present study is a pioneer attempt proposing a comprehensive model, which incorporates three main antecedents (motivation, mood and value) of buying behaviour that influence the consumer purchasing decision. The paper empirically explores the liaison between the regulatory focus (promotion-focused and prevention-focused motivations), mood regulation (mood monitoring, mood clarity and mood repair), shopping values (hedonic and utilitarian), and impulsive buying behaviour. The outcomes suggest that two regulatory focus motives influence mood clarity. Mood repairing and mood monitoring impact hedonic shopping values, which has a substantial impact on consumers' impulsive buying tendency. The paper closes with theoretical and practical inferences, limitations, and discussion on the potential scope for future research.     

Asymmetric Effects of Regulatory Focus on Expected Desirability and Feasibility of Embracing Self‐Service Technologies

This research draws on regulatory focus theory to examine the asymmetric effects of regulatory focus (promotion focus versus prevention focus) on expected desirability and feasibility of using self‐service technologies (SSTs) in a retail setting. To study consumers’ SST trial intention from the perspective of regulatory focus theory, this research first integrates the attributes of SSTs explored in prior studies into a desirability–feasibility framework. The proposed asymmetric effects of regulatory focus (promotion focus versus prevention focus) lie in both scope (on desirability, feasibility, versus both desirability and feasibility) and valence (positive versus negative): The promotion focus facilitates consumers to recognize both desirability (consumption value) and feasibility of using SSTs, whereas the prevention focus inhibits consumers from understanding the feasibility‐related attributes of SSTs. In addition, it is proposed that the promotion focus contributes to the easement of consumers’ technology anxiety, whereas the prevention focus has a reverse effect. Furthermore, expected desirability (consumption value) and feasibility both positively influence consumers’ intention to adopt SSTs, whereas technology anxiety negatively affects consumers’ trial intention. Structural equation modeling is used to test the overall model, and the results support the hypotheses in general.     

The Interplay of Mood and Regulatory Focus in Influencing Altruistic Behavior

Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focus, a happy mood fosters more favorable attitude toward child sponsorship and willingness to sponsor than a sad mood. In contrast, the effects of mood on attitude toward child sponsorship and willingness to sponsor are attenuated when an ad message is framed in prevention focus. Further, the results shed light on the process underlying the interactive impact of mood and regulatory focus by demonstrating the mediating role of perceived elaboration and goal commitment in advertising persuasion.     

Gucci versus Old Navy: Interplay of Brand Personality and Regulatory Focus in Advertising Persuasion

The present research examines how brand personality and regulatory focus (promotion vs. prevention) interplay in affecting advertising message persuasiveness. In Experiment 1, the moderating role of brand personality with respect to regulatory focus is tested. The results show that a promotion‐framed advertising message is more persuasive for a fictitious exciting brand than is a prevention‐framed message, whereas a prevention‐framed (vs. promotion‐framed) message is more effective for a fictitious competent brand. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, two real brands representing two additional brand personality dimensions (sophistication vs. sincerity) are tested and the influence of individuals’ self‐construal level is controlled. The findings reveal that individuals exposed to the sophisticated brand show a more positive attitude when the brand message is promotion framed. By contrast, individuals exposed to the sincere brand react more favorably when the brand is presented with a prevention‐framed advertising message.     

Imagination matters: do consumers’ imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?

Abstract

In this paper, we show that individuals’ self-regulatory focus and imagery processing affect the persuasiveness of metaphorical advertisements. Study 1 show that metaphorical advertisements enhance persuasion only among individuals who are promotion focussed. They attenuate brand evaluation among prevention-focussed individuals. In Study 2, a regulatory fit between message frame and regulatory focus results in more favourable brand evaluations only among promotion-focussed individuals when a promotion-framed metaphorical advertisement is presented. In Study 3, the level of imagery processing mediates the interaction effect of metaphorical advertisements and regulatory focus on brand evaluation. Study 4 reveals that brand evaluation is enhanced when promotion-focussed consumers view a metaphorical advertisement without interpretative cues. However, the brand evaluation of prevention-focussed consumers is enhanced when they view a metaphorical advertisement with interpretative cues.     

Feelings and functionality in social networking communities: A regulatory focus perspective

A sense of community is vital to the sustainability of both face‐to‐face and virtual communities. In this study, we use a mixed methods design to study the motivations that lead to satisfaction in a social media network. In Study 1, we semantically analyze the qualitative comments from a survey regarding the reasons for using social networks (n = 237). Consistent with the literature, the results identify two categories of underlying motivations—hedonic (feelings) and utilitarian (functionality). With these results, we apply regulatory focus theory in Study 2 to propose a structural equation model ( n = 622). This model differentiates between the experiences of promotion‐ and prevention‐focused individuals with social networking based on the core elements of feelings versus functionality . Our findings indicate that a sense of belonging and emotional connection are key hedonic elements and are more relevant for promotion‐focused individuals. For prevention‐focused individuals, the utilitarian and functional aspects of interactivity (influence) and innovativeness (risk) are more important in influencing satisfaction with a social network. Overall, positive and innovative user experience with a social media network requires the creation of an emotional connection, the existence of interactivity between members, and the cultivation of a sense of belonging.     

Motivation for emergency and retirement saving: an examination of Regulatory Focus Theory

Can Regulatory Focus Theory be used to better understand consumers' saving attitudes and behaviours? The theory posits that prevention‐ and promotion‐oriented personality traits may influence financial decision making. Using secondary and experimental survey data, two research questions were examined: (1) Are promotion‐ and prevention‐related saving goals, in combination with promotion‐ and prevention‐oriented personality traits, related to attitudes towards saving behaviour? (2) To what extent does the match between these goals and traits affect actual saving behaviour? Findings confirmed that promotion‐oriented consumers were less likely to save for prevention goals, while the opposite was true for prevention‐oriented individuals. Further, consumers' saving goal and personality trait‐based regulatory focus were found to influence cognitive attitudes towards saving. The discussion focuses on how these findings and theoretical perspectives may predict and influence consumers' financial decision making.     

The mitigating effect of matching regulatory focus with arousal-inducing stimuli in service failure situations

Service failures are pivotal touchpoints that can reduce customer satisfaction, encourage negative word-of-mouth, and ultimately impact a firm's market share. We advance a novel perspective that after a service failure occurs, matching incidental arousal-inducing stimuli to one's regulatory orientation can make the negative experience stemming from the service failure less deleterious. In three experiments (two stock out scenarios and one involving a rude salesperson), after a service failure, promotion-focused and prevention-focused individuals were exposed to high versus low arousal-inducing stimuli. Three approaches available to retailers were used to manipulate arousal levels: background pictures (Study 1), colors (Study 2), and music (Study 3). When high (low) incidental arousal-inducing stimuli were presented to those with a promotion (prevention) focus, this raised satisfaction, loyalty, and referral for brands compared to when promotion (prevention)-focused individuals were exposed to low (high) arousal-inducing stimuli. Changes in self-rated arousal and affect valence levels (arousal and valence levels were measured after the service failure and then after exposure to the incidental arousal-inducing stimuli) mediated the effect on these consumer behaviors. These insights extend theory by considering the combined effect of regulatory focus and affect. They also have practical relevance.     

Digital buying behavior: The role of regulatory fit and self-construal in online luxury goods purchase intentions

Drawing on regulatory focus theory, this study examines how consumers’ promotion and prevention focus influences luxury purchase intentions in an online domain. The research further investigates the interactive effects of regulatory focus, goal orientation, and self-construal through four studies. Study 1 shows that promotion-focused versus prevention-focused consumers have a greater tendency to purchase luxury goods online and in-store. Contrary to extant research regarding the compatibility between message frame and consumers’ regulatory focus, using varying manipulations, Studies 2 and 3 find the primacy of prevention-framed messages in influencing online luxury purchase intentions for promotion- and prevention-focused consumers. Further, unlike prior studies, Study 4 shows no significant interaction effect between regulatory focus, goal orientation, and self-construal and adds a possible boundary condition by demonstrating how regulatory focus and self-construal effects differ for luxury purchase online. Overall, the studies offer important contributions to theory and practice relating to luxury consumption in cyberspace.     

Regulatory Focus Intensity and Evaluations of Retail Experiences

Previous research indicates that consumers differ in their evaluation of and response to similar retail experiences. Reporting results from three studies, the current research proposes consumers’ regulatory focus intensity as one possible source of this variation. Study 1 examines how consumers’ regulatory focus intensity influences their in‐store behavioral intentions following good and bad shopping experiences. Study 2 illustrates how consumers’ regulatory focus intensity impacts their future loyalty intentions after satisfactory retail experiences. In Study 3, the researchers explore how retailers can employ regulatory framing in their communication messages to increase the future loyalty intentions of those chronically less loyal consumers. Lastly, theoretical and managerial implications as well as limitations of this research are discussed.     

Simon Broadbent: a tribute

Alcohol-impaired driving (AID) has devastating effects on society. To decrease the incidence of AID, high-risk populations like college students are often targeted by anti-AID advertising campaigns. The present study examines the effectiveness of anti-AID advertisements as a function of pre-existing audience mood. Two experiments showed that congruity between the mood of the audience (positive, negative) and the regulatory focus of the ad (promotion, prevention) can increase advertising effectiveness. Positive mood enhanced the effectiveness of promotion-framed ads, whereas negative mood enhanced the effectiveness of prevention-framed ads. The effects were attributable to differential engagement in global or local processing. Positive mood induced a tendency to engage in global processing, and negative mood fostered engagement in local processing. Theoretical contributions are considered along with actionable recommendations for the creators of anti-AID advertising campaigns.     

CEO Regulatory Foci,Environmental Dynamism,and Small Firm Performance

This research proposes and tests that regulatory foci of small business chief executive officers (promotion focus and prevention focus) relate to firm performance differentially when levels of environmental uncertainty vary. Results suggest that a promotion focus is positively related to firm performance, whereas a prevention focus is negatively related to firm performance. Further, these relationships are moderated by the degree of environmental dynamism such that in more dynamic environments, the relationship between promotion focus and firm performance is strengthened, whereas the relationship between prevention focus and firm performance is negatively affected. The reverse was found for less dynamic environments. Theoretical and practical implications as well as future research avenues are offered.     

Antecedents and consequences of chronic impulsive buying: Can impulsive buying be understood as dysfunctional self‐regulation?

Researchers reach different conclusions about the functional or dysfunctional nature of impulsive buying behavior. While many note the use of impulsive buying as a form of mood regulation, there is disagreement about whether this is functional or dysfunctional and the extent to which it causes financial harm. This paper draws on data from a U.K. national survey sample (N = 109,472) to contribute to these debates. Study results suggest that impulsive buying is more common for those who have most need to regulate mood and who have the least effective emotion regulation strategies. This suggests that impulsive buying may be understood as a failure of self‐regulation in relation to long‐term goals and as a strategy for mood regulation. Contrary to some prior claims in the retail management and marketing research literature, the study shows higher levels of impulsive buying to be associated with more adverse financial outcomes (which are not confined to the most extreme manifestations of the trait). While ineffective emotion regulation is associated with higher propensity to buy impulsively, the findings also suggest that effective emotion regulation may to some extent mitigate the adverse consequences of the propensity to buy impulsively. The implications for ethical management, research, and policy are considered.     

辱虐管理激发员工的逢迎行为：自尊的中介作用和调节焦点的调节作用

文章基于资源保存理论,以283名MBA学员为样本,探讨辱虐管理通过自尊激发员工逢迎行为以及调节焦点在此过程所起的调节作用。结果表明：自尊部分中介了辱虐管理对逢迎行为的影响;促进焦点正向调节辱虐管理与自尊之间的关系,高促进焦点增强自尊对辱虐管理与逢迎行为关系的中介作用;防御焦点负向调节辱虐管理与自尊之间的关系,高防御焦点削弱自尊对辱虐管理与逢迎行为关系的中介作用。     

The effectiveness of regulatory (in)congruent ads

In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion)× 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested. The results show that, in the case of a rational ad, regulatory congruence (versus incongruence) effects were found (though only for prevention focused people), whereas in the case of an emotional ad, regulatory incongruence (versus congruence) effects were found (though only for promotion focused people).     

Regulatory focus theory and the entrepreneurial process

Regulatory focus theory delineates how people engage in self-regulation, the process of bringing oneself into alignment with one's standards and goals. At any given point in time, people may engage in self-regulation with a promotion focus or a prevention focus. When promotion-focused, people's growth and advancement needs motivate them to try to bring themselves into alignment with their ideal selves, thereby heightening the salience of potential gains to be attained (felt presence of positive outcomes). When prevention-focused, people's security and safety needs prompt them to attempt to bring themselves into alignment with their ought selves, thereby increasing the salience of potential losses to be avoided (felt absence of negative outcomes). For certain aspects of the entrepreneurial process (e.g., generating ideas with the potential to be successful), greater promotion focus is necessary. For other aspects of the entrepreneurial process (e.g., doing the “due diligence” when screening ideas), greater prevention focus is necessary. In addition to providing a framework for future research on entrepreneurship, regulatory focus theory offers some informed speculations about the level and nature of entrepreneurship that may be expected in the aftermath of the September 11 terrorist attacks.     

Who is afraid of disposition of financial assets? The moderating role of regulatory focus in the disposition effect

The disposition effect refers to the tendency of financial consumers to sell winning assets (e.g., stocks) too early and to hold losing assets for too long. This effect implies that investors behave asymmetrically under the conditions of paper gains and losses. Although prior research on the disposition effect drew primarily on prospect theory as the explanatory mechanism, we focus on regulatory focus, an alternative mechanism. Regulatory focus theory suggests that people pay distinctive attention to profits and losses depending on self-regulation orientations (i.e., promotion focus vs. prevention focus). We argue that regulatory focus has different influences on financial consumers’ investment behavior in the gain and loss domains. In three experimental studies, we demonstrate that regulatory focus moderates the disposition effect. The results of the current studies imply that the disposition effect is primarily driven by prevention- (vs. promotion-) focused individuals who behave asymmetrically in the gain and loss domains.     

CEOs’ regulatory focus and firm internationalization: The moderating effects of CEO overconfidence,narcissism and career horizon

While the international business literature has mainly focused on the firm- or industry-level antecedents of internationalization strategies, scholars have recently advocated a greater focus on the microfoundations of firms’ strategic decisions. Building on the regulatory focus theory, this study focuses on how CEO promotion and prevention foci impact firm internationalization. Looking into dispositional and situational attributions, this study also theorizes how these factors moderate the relationship between a CEO’s psychological motivations and firm internationalization. Using data from publicly traded US firms listed in the Fortune 500, the findings of this study show that a CEO’s promotion focus is positively associated with the extent of a firm’s internationalization, whereas a CEO’s strong prevention focus limits the extent of a firm’s internationalization. The findings also reveal that the relationship between a CEO’s regulatory focus and the extent of a firm’s internationalization is moderated by a CEO’s overconfidence, narcissism, and career horizon. These findings have important research and managerial implications for firms engaged in international business.