The Influence of Regulatory Focus on the Effect of Product Cues
研究了消费者在评估产品时，信息线索（产品属性与广告诉求）如何与个体的调节聚焦（促进聚焦或预防聚焦）相互作用，发现不同聚焦类型的消费者对产品内外部线索的重视程度不同。
ABSTRACT The purpose of this study is to explore the extent to which informational cues interact with individuals’ motivational states during their evaluation of a product. This article confirms the interaction effects between informational cues and motivational states by examining product attributes and advertising appeals as informational cues, and regulatory focus as a motivational state. The results from three studies indicate that consumers with promotion focus find extrinsic cues as more important and have more favorable evaluation toward a product with superior extrinsic cues. Prevention‐focused consumers, however, perceive intrinsic cues of a product as more important, and thus have more favorable evaluation toward a product with superior intrinsic cues.