What Is the Relation Between Cultural Orientation and Regulatory Mode?

David H. Silvera, University of Texas at San Antonio, USA
Ashok Lalwani, University of Texas at San Antonio, USA
Ashley Rae Arsena, University of Texas at San Antonio, USA
Regulatory mode theory contrasts two distinct self-regulatory functions: an assessment function that involves critical evaluation and comparison of entities and states, and a locomotion function that involves movement from state to state. Four studies suggest that people’s cultural orientation significantly determines the pursuit of these self-regulatory functions. Specifically, individualists (vs. collectivists) are found to focus more on assessment, whereas, if anything, collectivists (vs. individualists) are found to focus more on assessment. We also extend these findings to behavioral scenarios that consumers encounter in their day to day lives. Implications of these findings in relation to consumers’ goal pursuit are discussed.
[ to cite ]:
David H. Silvera, Ashok Lalwani, and Ashley Rae Arsena (2010) ,"What Is the Relation Between Cultural Orientation and Regulatory Mode?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 731-732 .