The Moderating Role of Regulatory Focus on the Social Modeling of Food Intake

Drawing on regulatory focus theory we found in two studies that, because of their predominant strategic inclination to avoid negative behavioral outcomes, prevention-focused individuals showed stronger social modeling effects in food intake than promotion-focused individuals, regardless of whether the social consumption model was actually present or not.


Johanna Palcu, Arnd Florack, and Malte Friese (2013) ,"The Moderating Role of Regulatory Focus on the Social Modeling of Food Intake", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Johanna Palcu, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Malte Friese, Saarland University, Germany


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


N8. Effect of Awe on Collectable Consumer Experience

Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA

Read More


Digital Storytelling and Post-Trust Online Sperm Marketing

Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France

Read More


When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.