Shifting Regulatory Foci and Consumer Decision-Making

Two studies explore the impact of shifting from a promotion to a prevention orientation and vice versa on consumer decision-making. The findings indicate that shifting from promotion to prevention focus leads to an immediate increase in vigilance, whereas shifting from prevention to promotion focus does not immediately reduce vigilance.



Citation:

Mehdi Mourali and Frank Pons (2015) ,"Shifting Regulatory Foci and Consumer Decision-Making", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 799-799.

Authors

Mehdi Mourali, University of Calgary, Canada
Frank Pons, Euromed Business School



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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