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.

Authors

Rana Sobh, The University of Auckland
Christina Lee, The University of Auckland
Graham Vaughan, The university of Auckland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



Share Proceeding

Featured papers

See More

Featured

Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Featured

H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions

Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.