The Influence of Regulatory Focus on the Effect of Product Cues

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.

Source: Psychology and Marketing - October 11, 2016 Category: Psychiatry & Psychology Authors: Doori Song, Cynthia R. Morton Tags: Research Article Source Type: research