The Impact of Regulatory Focus on Brand Choice and Category-Brand Associations

Florack, Arnd; Scarabis, Martin

The Impact of Regulatory Focus on Brand Choice and Category-Brand Associations

Arnd Florack (University of Basel) and Martin Scarabis (University of Muenster)

Abstract

Two experiments examined whether the regulatory focus of consumers has an influence on product preferences and on category-brand associations. Experiment 1 provided evidence for the hypothesis that a context-specific regulatory focus has an impact on choice. Participants were more likely to choose products when presented in an advertisement with a claim compatible to the regulatory orientation of participants. Experiment 2 demonstrated that the regulatory focus also has an impact on category-brand associations. Category-brand associations were stronger when the claim of a target brand was compatible to participants’ regulatory orientation.

Citation:

Arnd Florack and Martin Scarabis (2006) ,"The Impact of Regulatory Focus on Brand Choice and Category-Brand Associations", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 320-321.

Authors

Arnd Florack, University of Basel
Martin Scarabis, University of Muenster

Volume

NA - Advances in Consumer Research Volume 33 | 2006

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