Restoring Hope and Enhancing Self-Regulation

Individuals are faced with self-regulation issues on a continual basis and are often overcome with failures. When consumers are losing confidence in achieving their hoped-for goals, the need to restore hope and enhance self-regulation is enormous. Synthesizing research in the areas of hope and self-regulation, the present research explicates the role of self-efficacy in connecting hope with self-regulation and explores the effect of priming a promotion or prevention regulatory focus in this context. This paper provides three research propositions to guide efforts in studying consumers’ pursuits of self-regulating goals when hope is threatened.


Chiu-chi Angela Chang (2009) ,"Restoring Hope and Enhancing Self-Regulation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 843-844.


Chiu-chi Angela Chang, Shippensburg University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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