Premium
Regulatory focus and reliance on implicit preferences in consumption contexts
Author(s) -
Florack Arnd,
Friese Malte,
Scarabis Martin
Publication year - 2010
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2010.02.001
Subject(s) - regulatory focus theory , consumption (sociology) , focus (optics) , promotion (chess) , implicit attitude , psychology , product (mathematics) , social psychology , consumer behaviour , consumer choice , marketing , economics , microeconomics , business , sociology , political science , social science , physics , geometry , mathematics , politics , creativity , law , optics
The present research tested the assumption that implicit preferences fit the eagerness of a promotion focus, but not the need for safe judgments and decisions of a prevention focus. In three studies, we assessed individual differences in implicit preferences for consumer goods and investigated their influence on self‐regulatory behavior. In line with expectations, implicit preferences predicted choice intentions (Study 1), single and repeated choices between consumer goods (Study 2), and the amount of product consumption (Study 3) better for individuals in a promotion focus than in a prevention focus. The results were found with two different measures of implicit preferences.