A Natural Fit: Exposure to Nature Influences Regulatory Focus

Across four experiments, we investigate the effect of exposure to nature on consumers’ regulatory focus. We find that exposure to natural imagery increases promotion-oriented focus and lowers prevention-oriented focus. Natural environments offer urban consumers a reprieve from their everyday obligations, which mediates the relationship between nature and regulatory focus.



Citation:

Hajar Fatemi and Jing Wan (2021) ,"A Natural Fit: Exposure to Nature Influences Regulatory Focus", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 338-339.

Authors

Hajar Fatemi, University of Windsor
Jing Wan, University of Guelph



Volume

NA - Advances in Consumer Research Volume 49 | 2021



Share Proceeding

Featured papers

See More

Featured

F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

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.