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

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


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






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.


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.


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


NA - Advances in Consumer Research Volume 33 | 2006

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