Effect of Regulatory Focus on Selective Information Processing

Yeosun Yoon, Gülen Sarial Abi, Zeynep Gürhan-Canli

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Abstrakt

Individuals tend to selectively rely on information consistent with their attitudes or decisions. In this research, we examine the possibility that regulatory focus influences selective information processing. We find that individuals selectively rely on information consistent with their regulatory orientation under high (vs. low) information load. Specifically, under high information load, relative reliance on positive (vs. negative) information is greater for promotion-focused (vs. prevention-focused) individuals. Consequently, when information load is high, promotion-focused (vs. prevention-focused) individuals have higher brand evaluations. Under low information load, individuals also rely on information inconsistent with their regulatory orientation. Specifically, under low information load, relative reliance on positive (vs. negative) information is greater for prevention-focused (vs. promotion-focused) individuals. As a result, when information load is low, prevention-focused (vs. promotion-focused) individuals have higher brand evaluations.
OriginalsprogEngelsk
TidsskriftJournal of Consumer Research
Vol/bind39
Udgave nummer1
Sider (fra-til)93-110
Antal sider18
ISSN0093-5301
DOI
StatusUdgivet - 2011
Udgivet eksterntJa

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