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.


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.


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


NA - Advances in Consumer Research Volume 43 | 2015

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