Shifting Regulatory Foci and Consumer Decision-Making

Mehdi Mourali, University of Calgary, Canada
Frank Pons, Euromed Business School
Two studies explore the impact of shifting from a promotion to a prevention orientation and vice versa on consumer decision-making. The findings indicate that shifting from promotion to prevention focus leads to an immediate increase in vigilance, whereas shifting from prevention to promotion focus does not immediately reduce vigilance.
[ to cite ]:
Mehdi Mourali and Frank Pons (2015) ,"Shifting Regulatory Foci and Consumer Decision-Making", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 799-799.