20-C: Advice-Seeking Intention: the Interplay of Regulatory Focus and Problem Type

This research investigates how regulatory focus and problem type jointly affect advice-seeking intention. When faced with factual problems, individuals with a prevention (vs. promotion) focus tend to seek accuracy-based advice; in contrast, when presented with judgmental problems, those with a promotion (vs. prevention) focus tend to solicit autonomy-based advice.


Xianfang Zeng and Mehdi Mourali (2017) ,"20-C: Advice-Seeking Intention: the Interplay of Regulatory Focus and Problem Type", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1070-1070.


Xianfang Zeng, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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