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Effect of Regulatory Focus on Selective Information Processing


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  • Yeosun Yoon
  • G�len Sarial-Abi
  • Zeynep G�rhan-Canli
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    Individuals tend to selectively rely on information consistent with their attitudes or decisions. In this research, we examine the possibility that regulatory focus influences selective information processing. We find that individuals selectively rely on information consistent with their regulatory orientation under high (vs. low) information load. Specifically, under high information load, relative reliance on positive (vs. negative) information is greater for promotion-focused (vs. prevention-focused) individuals. Consequently, when information load is high, promotion-focused (vs. prevention-focused) individuals have higher brand evaluations. Under low information load, individuals also rely on information inconsistent with their regulatory orientation. Specifically, under low information load, relative reliance on positive (vs. negative) information is greater for prevention-focused (vs. promotion-focused) individuals. As a result, when information load is low, prevention-focused (vs. promotion-focused) individuals have higher brand evaluations.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 39 (2012)
    Issue (Month): 1 ()
    Pages: 93 - 110

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    Handle: RePEc:ucp:jconrs:doi:10.1086/661935

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    Cited by:
    1. Anne-Sophie Chaxel & J. Edward Russo & Neda Kerimi, 2013. "Preference-driven biases in decision makers' information search and evaluation," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 8(5), pages 561-576, September.
    2. Florack, Arnd & Keller, Johannes & Palcu, Johanna, 2013. "Regulatory focus in economic contexts," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 127-137.


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