Exploring the Affect and Regulatory Focus Interaction in Self-Regulatory Failure

We use three experimental studies to explore the interaction between affect and regulatory focus. Specifically, under promotion (prevention) focus, positive (negative) affect results in greater self-regulatory failure; and cognitive load amplifies (attenuates) the effect of promotion (prevention) focus on regulatory failure in rational (affective) context, by depleting self-regulatory resources.


Piyush Sharma and Rajat Roy (2015) ,"Exploring the Affect and Regulatory Focus Interaction in Self-Regulatory Failure", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 240-241.


Piyush Sharma, Curtin University, Australia
Rajat Roy, Curtin University, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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