The Moderating Role of Regulatory Focus on the Social Modeling of Food Intake

Johanna Palcu, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Malte Friese, Saarland University, Germany
Drawing on regulatory focus theory we found in two studies that, because of their predominant strategic inclination to avoid negative behavioral outcomes, prevention-focused individuals showed stronger social modeling effects in food intake than promotion-focused individuals, regardless of whether the social consumption model was actually present or not.
[ to cite ]:
Johanna Palcu, Arnd Florack, and Malte Friese (2013) ,"The Moderating Role of Regulatory Focus on the Social Modeling of Food Intake", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.