A Regulatory Focus Approach to Consumers’ Moral Decision Making

Maria Schwabe, Friedrich-Schiller-University of Jena, Germany
David B. Dose, Aston Business School, UK
Gianfranco Walsh, Friedrich-Schiller-University of Jena, Germany
The authors examine how a consumer’s inherent or situationally induced regulatory focus influences whether he or she regulates or repeats moral consumption decisions. Findings indicate that balancing effects occur for consumers with a strong promotion focus while consistency is more pronounced for prevention-focused consumers.
[ to cite ]:
Maria Schwabe, David B. Dose, and Gianfranco Walsh (2017) ,"A Regulatory Focus Approach to Consumers’ Moral Decision Making", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 874-875.