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Regulatory Focus and Efficacy of Health Messages


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  • Punam A. Keller
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    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..

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    Bibliographic Info

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

    Volume (Year): 33 (2006)
    Issue (Month): 1 (06)
    Pages: 109-114

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    Handle: RePEc:ucp:jconrs:v:33:y:2006:i:1:p:109-114

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    Cited by:
    1. Tumasjan, Andranik & Braun, Reiner, 2012. "In the eye of the beholder: How regulatory focus and self-efficacy interact in influencing opportunity recognition," Journal of Business Venturing, Elsevier, vol. 27(6), pages 622-636.
    2. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    3. Dongwoo Shin & Ji Song & Abhijit Biswas, 2014. "Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance," Marketing Letters, Springer, vol. 25(2), pages 153-165, June.
    4. L. Balbo & M.L. Gavard-Perret, 2010. "L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing," Post-Print halshs-00534782, HAL.
    5. Anderson, Laurel & Ostrom, Amy L. & Corus, Canan & Fisk, Raymond P. & Gallan, Andrew S. & Giraldo, Mario & Mende, Martin & Mulder, Mark & Rayburn, Steven W. & Rosenbaum, Mark S. & Shirahada, Kunio & W, 2013. "Transformative service research: An agenda for the future," Journal of Business Research, Elsevier, vol. 66(8), pages 1203-1210.
    6. Gomez, Pierrick & Borges, Adilson, 2010. "Avoiding poor health or approaching good health: Does it matter? Conceptualization, measurement and consequences of health regulatory focus," Economics Papers from University Paris Dauphine 123456789/8615, Paris Dauphine University.
    7. Chatterjee, Subimal & Malshe, Ashwin Vinod & Heath, Timothy B., 2010. "The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus," Journal of Business Research, Elsevier, vol. 63(12), pages 1290-1294, December.


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