The Influence of Regulatory Focus on Global Consumption Orientation and Preference for Global versus Local Consumer Culture Positioning
研究了调节聚焦（促进与预防导向）如何通过全球消费导向影响消费者对全球与本地消费文化定位策略的偏好，基于美国和中国样本的三项实验发现促进导向正向关联全球消费导向和全球定位偏好。
Firms increasingly employ global and local consumer culture positioning strategies (GCCP/LCCP), but understanding of the drivers that underlie consumer responses to such strategies is limited, leaving firms with little guidance on when to choose one strategy over another. To shed light on consumer preference for GCCP versus LCCP, the authors examine the effects of regulatory focus (promotion and prevention orientation) and global consumption orientation (GCO) on preference for GCCP/LCCP. They report the results of three studies: the first is based on a survey with samples drawn from the United States and China, and the second and third are behavioral designs manipulating situational promotion and prevention regulatory focus. The findings suggest that promotion focus is positively related to GCO and prevention focus is negatively related to GCO. Furthermore, the authors find that GCO is positively related to a preference for GCCP. Thus, this research offers a unique perspective by introducing regulatory focus to the GCCP literature, identifying GCO as an important mediator, and demonstrating that regulatory focus can be situationally activated.