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Regulatory Focus and Efficacy of Health Messages

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  • Punam A. Keller

Abstract

Two studies support the premise that a person's regulatory focus determines the salience of self-efficacy (perceived ease) or response efficacy (perceived effectiveness) of health behaviors. The findings indicate greater regulatory-efficacy fit (experiment 1) and higher intentions to perform the advocated behaviors (experiment 2) when self-efficacy features are paired with promotion focus and when response efficacy features are paired with prevention focus. The data support the premise that self-efficacy is weighed more than response efficacy when the regulatory focus is promotion, whereas the reverse is true in prevention regulatory focus. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Punam A. Keller, 2006. "Regulatory Focus and Efficacy of Health Messages," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 109-114, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:109-114
    DOI: 10.1086/504141
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