The Influence of Regulatory Focus on the Interpretation of Verbal Versus Numerical Probabilistic Information

Ahmad Daryanto, Newcastle Business School, UK
This research examines the link between regulatory focus and people’s interpretation of verbal versus numerical probabilistic. Our study shows that people’s goals associated with regulatory focus influence the interpretation of verbal versus numerical uncertainty information. The findings indicate regulatory fit occurs when prevention focus is matched with numerical information, whereas no fit effect occurs when promotion focus is matched with verbal information. The effect of fit affects perceived value of an object under evaluation and people’ behavioural intention to engage in a program,
[ to cite ]:
Ahmad Daryanto (2010) ,"The Influence of Regulatory Focus on the Interpretation of Verbal Versus Numerical Probabilistic Information", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 782-783 .