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Regulatory Focus Intensity and Evaluations of Retail Experiences
Author(s) -
Arnold Mark J.,
Reynolds Kristy E.,
Jones Michael A.,
Tugut Meltem,
Gabler Colin B.
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20746
Subject(s) - regulatory focus theory , framing (construction) , loyalty , marketing , focus (optics) , psychology , business , advertising , social psychology , physics , structural engineering , optics , creativity , engineering
Previous research indicates that consumers differ in their evaluation of and response to similar retail experiences. Reporting results from three studies, the current research proposes consumers’ regulatory focus intensity as one possible source of this variation. Study 1 examines how consumers’ regulatory focus intensity influences their in‐store behavioral intentions following good and bad shopping experiences. Study 2 illustrates how consumers’ regulatory focus intensity impacts their future loyalty intentions after satisfactory retail experiences. In Study 3, the researchers explore how retailers can employ regulatory framing in their communication messages to increase the future loyalty intentions of those chronically less loyal consumers. Lastly, theoretical and managerial implications as well as limitations of this research are discussed.