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.


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.


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


NA - Advances in Consumer Research Volume 49 | 2021

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