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.



Citation:

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.

Authors

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



Volume

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



Share Proceeding

Featured papers

See More

Featured

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Featured

L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More

Featured

When Negative Observations Broaden Generalization of Product Attributes to Novel Products

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, 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.