The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments
AbstractFour studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy of a decision outcome than when they used strategies that facilitated progress toward a decision, whereas the opposite outcome occurred for those with a promotion focus. These findings emerged whether the decision strategies were prompted by instructions about how to make a decision or by the message presentation format, and they were mediated by a subjective experience of confidence. These observations suggest that judgments are influenced by the decision makers' feelings about how information is processed that are independent of the message content. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 35 (2009)
Issue (Month): 6 (04)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Gino, Francesca & Margolis, Joshua D., 2011. "Bringing ethics into focus: How regulatory focus and risk preferences influence (Un)ethical behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 145-156, July.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.