The Effects of Regulatory Focus on Consumer Judgments Involving Self and Others’ Payoffs

Prevailing theory and research suggest that promotion-focused consumers are more risk seeking than prevention-focused consumers. The current study shows, however, that adding a social dimension such as payoffs relative to others can eliminate this difference. Whereas promotion-focused consumers seek superior performance relative to others, the tendency to avoid inferior performance relative to others is not pronounced among prevention-focused consumers. The upshot is that the traditional risk-seeking promotion-focused consumer demands a substantial inequality premium (relative to their prevention-focused counterparts) if their winnings are split, equally or unequally, with other consumers



Citation:

Subimal Chatterjee, Ashwin Malshe, Timothy Heath, and Glenn Pitman (2010) ,"The Effects of Regulatory Focus on Consumer Judgments Involving Self and Others’ Payoffs", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 688-689 .

Authors

Subimal Chatterjee, Binghamton University, USA
Ashwin Malshe, Binghamton University, USA
Timothy Heath, Miami University of Ohio, USA
Glenn Pitman, School of Management, Binghamton University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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