Abstract
Numerous researches in the literature have shown that individuals’ regulatory focus is an
important determinant of consumer behavior (Safer 1998; Yeo and Park 2006). For instance, promotion
and prevention focused subjects have been found to pay differential attention to the type of information
chosen for decision making. Studies have shown that promotion focused people are more persuaded by
the attractiveness of the ad, while prevention focused people tend to base their decisions on the
substantive arguments in the ad (Pham and Avnet 2004). Consistent with this finding, Avnet and
Higgins (2006) further argued that promotion focused individuals are more likely to adopt a feeling
based strategy for processing information while prevention focused individuals are more likely to adopt
a cognition based strategy. Drawing from these findings, this research argues that the differential
preference for feeling versus cognition based processing strategy suggests that promotion focused
individuals and prevention focused individuals may exhibit different preferences for hedonic and
utilitarian information
important determinant of consumer behavior (Safer 1998; Yeo and Park 2006). For instance, promotion
and prevention focused subjects have been found to pay differential attention to the type of information
chosen for decision making. Studies have shown that promotion focused people are more persuaded by
the attractiveness of the ad, while prevention focused people tend to base their decisions on the
substantive arguments in the ad (Pham and Avnet 2004). Consistent with this finding, Avnet and
Higgins (2006) further argued that promotion focused individuals are more likely to adopt a feeling
based strategy for processing information while prevention focused individuals are more likely to adopt
a cognition based strategy. Drawing from these findings, this research argues that the differential
preference for feeling versus cognition based processing strategy suggests that promotion focused
individuals and prevention focused individuals may exhibit different preferences for hedonic and
utilitarian information
| Original language | English |
|---|---|
| Title of host publication | The Proceedings of the Society for Consumer Psychology 2008 Winter Conference |
| Editors | Maria L Cronley, Dhananjay Nayakankuppam |
| Place of Publication | New Orleans |
| Pages | 306-308 |
| Number of pages | 3 |
| Publication status | Published - 2008 |
| Externally published | Yes |
| Event | Society for Consumer Psychology Annual Conference - New Orleans, United States Duration: 21 Feb 2008 → 23 Feb 2008 https://www.myscp.org/pdf/conference%20documents/SCP2008Proceedings.pdf |
Conference
| Conference | Society for Consumer Psychology Annual Conference |
|---|---|
| Abbreviated title | SCP |
| Country/Territory | United States |
| City | New Orleans |
| Period | 21/02/08 → 23/02/08 |
| Internet address |
