Feedback Valence and Consumer Motivation: the Moderating Effects of Positive and Negtaive Reference Values in Self-Regulation

This study examines how the type of goal-directed behaviour engaged (discrepancy-reducing vs. discrepancy-enlarging) moderates the impact of feedback valence (positive vs. negative) on women’s subsequent motivation to deal with visible signs of skin aging. Ninety-eight women from an Anglo-European descent took part in an experiment. A 2 (discrepancy type: reducing vs. enlarging) ? 2 (feedback valence: positive vs. negative) analysis of variance (ANOVA) performed on their intentions to use a set of procedures/products/services to deal with visible signs of skin aging revealed a significant interaction effect between feedback valence and the type of goal-directed behaviour engaged.

Citation:

Rana Sobh, Christina Lee, and Graham Vaughan (2006) ,"Feedback Valence and Consumer Motivation: the Moderating Effects of Positive and Negtaive Reference Values in Self-Regulation", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 288-289.