6-E: the Effects of Different Parenting Cues on Consumer’S Regulatory Focus: a Parental Investment Perspective
With two studies, this research examined the idea that cues emphasizing different aspects of parental investment could lead to different regulatory focus. Specifically, cues about prevention (promotion) parental investment (e.g., providing foods) can activate prevention (promotion) focus. We also observed a regulatory fit effect in a marketing communication context.
Chun-Ming Yang (2017) ,"6-E: the Effects of Different Parenting Cues on Consumer’S Regulatory Focus: a Parental Investment Perspective", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1968-1068.
Chun-Ming Yang, Ming Chuan University, Taiwan
NA - Advances in Consumer Research Volume 45 | 2017
A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior
Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA
O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University