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.
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.
Rana Sobh, The University of Auckland
Christina Lee, The University of Auckland
Graham Vaughan, The university of Auckland
AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006
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
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
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana