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Effect of Regulatory Focus on Selective Information Processing

Author

Listed:
  • Yeosun Yoon
  • Gülen Sarial-Abi
  • Zeynep Gürhan-Canli

Abstract

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.

Suggested Citation

  • Yeosun Yoon & Gülen Sarial-Abi & Zeynep Gürhan-Canli, 2012. "Effect of Regulatory Focus on Selective Information Processing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(1), pages 93-110.
    • Handle: RePEc:oup:jconrs:doi:10.1086/661935
    DOI: 10.1086/661935
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    Citations

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    Cited by:

    1. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    2. Wei Qi & Xiumei Guo & Xia Wu & Dora Marinova & Jin Fan, 2018. "Do the sunk cost effect and cognitive dissonance increase risk perception? An empirical study in the context of city smog," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(5), pages 2269-2289, September.
    3. repec:cup:judgdm:v:8:y:2013:i:5:p:561-576 is not listed on IDEAS
    4. Chung, Tuck Siong & Low, Angie, 2022. "CEO regulatory focus and myopic marketing management," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 247-267.
    5. Bleda, Mercedes & Querbes, Adrien & Healey, Mark, 2021. "The influence of motivational factors on ongoing product design decisions," Journal of Business Research, Elsevier, vol. 129(C), pages 562-569.
    6. Ying Sun & Biao Luo & Shanyong Wang & Wenpei Fang, 2021. "What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 694-704, January.
    7. Anne-Sophie Chaxel & J. Edward Russo & Neda Kerimi, 2013. "Preference-driven biases in decision makers' information search and evaluation," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 8(5), pages 561-576, September.
    8. Florack, Arnd & Keller, Johannes & Palcu, Johanna, 2013. "Regulatory focus in economic contexts," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 127-137.
    9. Hyun, Jonghan & Lee, Kiwon & Kim-Vick, Jihyun, 2021. "Consumer responses to trade-offs in eco-friendly clothing: The moderating effects of fashion leadership and regulatory focus," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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