12-I: Upward Social Comparison in Goal Pursuit: Exploring the Role of Regulatory Focus

An experiment showed that during a goal pursuit, a person's regulatory focus affected how social information is used in goal monitoring judgment. Specifically, in an upward social comparison, assimilation effect is more prominent in people with promotion focus, whereas contrast effect is more prominent in people with prevention-focus.



Citation:

Yu Hu (2017) ,"12-I: Upward Social Comparison in Goal Pursuit: Exploring the Role of Regulatory Focus", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.

Authors

Yu Hu, Salem State University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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