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The Influence of Regulatory Focus on the Effect of Product Cues
Author(s) -
Song Doori,
Morton Cynthia R.
Publication year - 2016
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.20928
Subject(s) - regulatory focus theory , psychology , product (mathematics) , focus (optics) , sensory cue , promotion (chess) , cognitive psychology , cue dependent forgetting , social psychology , political science , physics , geometry , mathematics , politics , creativity , law , optics
The purpose of this study is to explore the extent to which informational cues interact with individuals’ motivational states during their evaluation of a product. This article confirms the interaction effects between informational cues and motivational states by examining product attributes and advertising appeals as informational cues, and regulatory focus as a motivational state. The results from three studies indicate that consumers with promotion focus find extrinsic cues as more important and have more favorable evaluation toward a product with superior extrinsic cues. Prevention‐focused consumers, however, perceive intrinsic cues of a product as more important, and thus have more favorable evaluation toward a product with superior intrinsic cues.