Consumer Response to Firm Crisis Information: the Moderating Role of Regulatory Focus on Selective Exposure

Sunghun Chung, KAIST Business School, Korea
Yeosun Yoon, KAIST Business School, Korea
Ingoo Han, KAIST Business School, Korea
Recent studies have shown that consumers contend more with information about firm crisis. However, little is known about the effects of different response strategies on firm crisis resulting from critical motivation factors. Based on theories of regulatory focus and selective exposure, we analyze the differential evaluations on firm crisis by consumers who are either prevention or promotion orientated in self-regulation, and the psychological processes as firm crisis-relevant information increases. Evidence is found that consumers’ regulatory focus moderates the effect of information quantity on selective exposure, and induces different response strategies to firm crisis information.
[ to cite ]:
Sunghun Chung, Yeosun Yoon, and Ingoo Han (2010) ,"Consumer Response to Firm Crisis Information: the Moderating Role of Regulatory Focus on Selective Exposure", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 452-453 .