IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v29y2012i1p93-97.html
   My bibliography  Save this article

Beyond expectations: The effect of regulatory focus on consumer satisfaction

Author

Listed:
  • Trudel, Remi
  • Murray, Kyle B.
  • Cotte, June

Abstract

This paper examines the effect of regulatory focus on consumer satisfaction. In contrast to the disconfirmation of expectations model of satisfaction, we find that, although regulatory focus does affect consumers' expectations, the effect on satisfaction cannot be explained by differences in those expectations. Instead, our results reveal a direct effect of consumers' regulatory focus on satisfaction that is based on the conservative bias of prevention-focused consumers. Compared to promotion-focused consumers, prevention-focused consumers protect against making errors and demonstrate a conservative bias in their evaluations of satisfaction. The results of two experiments demonstrate this conservative bias, showing that, compared to promotion-focused consumers, prevention-focused consumers are less satisfied with positive outcomes and more satisfied with negative outcomes.

Suggested Citation

  • Trudel, Remi & Murray, Kyle B. & Cotte, June, 2012. "Beyond expectations: The effect of regulatory focus on consumer satisfaction," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 93-97.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:93-97
    DOI: 10.1016/j.ijresmar.2011.10.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811611000851
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2011.10.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Anick Bosmans & Hans Baumgartner, 2005. "Goal-Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 424-434, December.
    2. Crowe, Ellen & Higgins, E. Tory, 1997. "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 69(2), pages 117-132, February.
    3. Briley, Donnel A & Wyer, Robert S, Jr, 2002. "The Effect of Group Membership Salience on the Avoidance of Negative Outcomes: Implications for Social and Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 400-415, December.
    4. Pham, Michel Tuan & Avnet, Tamar, 2004. "Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 503-518, March.
    5. Michel Tuan Pham & Hannah H. Chang, 2010. "Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 626-640, December.
    6. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
    7. Westbrook, Robert A & Oliver, Richard L, 1991. "The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 84-91, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Das, Gopal & van Esch, Patrick & Jain, Shailendra Pratap & Cui, Yuanyuan (Gina), 2023. "Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 865-880.
    2. Xiaoke Yang & Meiling Hong & Dejin Shi & Qian Chen, 2022. "The Negative Effects of Physical Activity Calorie Equivalent Labels on Consumers’ Food Brand Evaluation," IJERPH, MDPI, vol. 19(19), pages 1-19, October.
    3. Jiangtao Chen & Eddie Hui & Zhongming Wang, 2017. "More promotion-focused, more happy? Regulatory focus, post-purchase evaluations and regret in the real estate market," Urban Studies, Urban Studies Journal Limited, vol. 54(1), pages 251-268, January.
    4. Sun, Jin & Keh, Hean Tat & Lee, Angela Y., 2019. "Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 151-168.
    5. Luo, Yong (Eddie) & Wong, Veronica & Chou, Ting-Jui, 2016. "The role of product newness in activating consumer regulatory goals," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 600-611.
    6. Ghiassaleh, Arezou & Kocher, Bruno & Czellar, Sandor, 2020. "Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 805-820.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adams, Leen & Faseur, Tineke & Geuens, Maggie, 2010. "The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers," Working Papers 2010/38, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    2. Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
    3. Florack, Arnd & Keller, Johannes & Palcu, Johanna, 2013. "Regulatory focus in economic contexts," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 127-137.
    4. Chung-Chau Chang & Bo-Chi Lin & Shin-Shin Chang, 2011. "The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus," Marketing Letters, Springer, vol. 22(4), pages 391-404, November.
    5. Som, Anirban & Lee, Yih Hwai, 2012. "The joint effects of choice assortment and regulatory focus on choice behavior," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 202-209.
    6. Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.
    7. Sunaga, Tsutomu & Meng, Yan & Zhuang, Xuhong, 2020. "Interactions between instrumental timbre and consumers’ regulatory focus," Journal of Business Research, Elsevier, vol. 121(C), pages 1-12.
    8. Beersma, Bianca & Homan, Astrid C. & Van Kleef, Gerben A. & De Dreu, Carsten K.W., 2013. "Outcome interdependence shapes the effects of prevention focus on team processes and performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 121(2), pages 194-203.
    9. Yu, Xi & Huang, Huiling & Liu, Stephanie Q. & Lu, Zhi, 2020. "Signaling authenticity of ethnic cuisines via handwriting," Annals of Tourism Research, Elsevier, vol. 85(C).
    10. Sun, Jin & Keh, Hean Tat & Lee, Angela Y., 2019. "Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 151-168.
    11. Wang, Li & Jin, Manhui & Yang, Zhiyong, 2020. "Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity," Journal of Business Research, Elsevier, vol. 107(C), pages 50-61.
    12. Noblet, Caroline L. & Teisl, Mario F. & Evans, Keith & Anderson, Mark W. & McCoy, Shannon & Cervone, Edmund, 2015. "Public preferences for investments in renewable energy production and energy efficiency," Energy Policy, Elsevier, vol. 87(C), pages 177-186.
    13. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    14. Leder, Susanne & Mannetti, Lucia & Hölzl, Erik & Kirchler, Erich, 2010. "Regulatory fit effects on perceived fiscal exchange and tax compliance," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 39(2), pages 271-277, April.
    15. Saeedeh Ahmadi & Saeed Khanagha & Luca Berchicci & Justin J. P. Jansen, 2017. "Are Managers Motivated to Explore in the Face of a New Technological Change? The Role of Regulatory Focus, Fit, and Complexity of Decision‐Making," Journal of Management Studies, Wiley Blackwell, vol. 54(2), pages 209-237, March.
    16. Zou, Lili Wenli & Chan, Ricky Y.K., 2019. "Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology," Journal of Business Research, Elsevier, vol. 94(C), pages 113-127.
    17. Lucia Mannetti & Ambra Brizi & Mauro Giacomantonio & E Tory Higgins, 2013. "Framing Political Messages to Fit the Audience’s Regulatory Orientation: How to Improve the Efficacy of the Same Message Content," PLOS ONE, Public Library of Science, vol. 8(10), pages 1-1, October.
    18. Sengupta, Atri & Deb, Soumya Guha & Mittal, Shashank, 2021. "The underlying motivational process behind portfolio diversification choice decisions of individual investors: An experimental design," Journal of Behavioral and Experimental Finance, Elsevier, vol. 29(C).
    19. Jaekwon Chung, 2020. "Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing," Sustainability, MDPI, vol. 12(14), pages 1-16, July.
    20. Das, Gopal & Mukherjee, Amaradri & Smith, Ronn J., 2018. "The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types," Journal of Retailing, Elsevier, vol. 94(2), pages 203-216.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:93-97. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.