The Role of Regulatory Fit For Savings Behavior

Applying Regulatory Focus Theory, we tested whether promotion- and prevention-related saving goals, in combination with promotion- and prevention-oriented personality, affect savings behavior and whether regulatory fit among goals, personality, and framing of savings messages enhances the attitudes toward saving. Our analyses are based on secondary and experimental survey data. Our findings confirmed that promotion-oriented individuals were less likely to save for prevention goals, while the opposite was true for prevention-oriented individuals. We show that the nature of the savings goal and individual promotion- and prevention-orientation significantly affected a person’s cognitive attitude toward saving.


Soo Hyun Cho, Loren Geistfeld, and Caezilia Loibl (2011) ,"The Role of Regulatory Fit For Savings Behavior", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 55-56.


Soo Hyun Cho, South Dakota State University, USA
Loren Geistfeld, Ohio State University
Caezilia Loibl, Ohio State University


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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