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The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments

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  • Echo Wen Wan
  • Jiewen Hong
  • Brian Sternthal

Abstract

Four studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy of a decision outcome than when they used strategies that facilitated progress toward a decision, whereas the opposite outcome occurred for those with a promotion focus. These findings emerged whether the decision strategies were prompted by instructions about how to make a decision or by the message presentation format, and they were mediated by a subjective experience of confidence. These observations suggest that judgments are influenced by the decision makers' feelings about how information is processed that are independent of the message content. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Echo Wen Wan & Jiewen Hong & Brian Sternthal, 2009. "The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 1026-1038, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:6:p:1026-1038
    DOI: 10.1086/593949
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    Cited by:

    1. Gino, Francesca & Margolis, Joshua D., 2011. "Bringing ethics into focus: How regulatory focus and risk preferences influence (Un)ethical behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 145-156, July.
    2. Habitzreuter, Anna Mei & Koenigstorfer, Joerg, 2021. "The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit," Journal of Business Research, Elsevier, vol. 124(C), pages 720-730.
    3. Bhargave, Rajesh & Chakravarti, Amitav & Guha, Abhijit, 2015. "Two-stage decisions increase preference for hedonic options," LSE Research Online Documents on Economics 64119, London School of Economics and Political Science, LSE Library.
    4. Nwankwere Idowu & Worimegbe Powel Maxwell & Owoeye, Oladapo, 2023. "Cognitive Adaptability and Sales Growth of Selected Small and Medium Scale Enterprises in Lagos States, Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(10), pages 1680-1692, October.
    5. Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
    6. 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.
    7. Wang, Xingyuan & Liu, Yun & Wang, Shuyang & Chen, Haipeng (Allan), 2022. "Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Haipeng (Allan) Chen & Woojin Choi & Yan (Lucy) Liu & Haoying Sun & Fu Liu, 2021. "More or Less? Consumer Goal Orientation and Product Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 16-26, June.
    9. Lount, Robert B. & Pettit, Nathan C. & Doyle, Sarah P., 2017. "Motivating underdogs and favorites," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 82-93.
    10. Chien-Huang Lin & Ming Chen, 2019. "The icon matters: how design instability affects download intention of mobile apps under prevention and promotion motivations," Electronic Commerce Research, Springer, vol. 19(1), pages 211-229, March.
    11. Rai, Dipankar & Lin, Chien-Wei (Wilson), 2019. "The influence of implicit self-theories on consumer financial decision making," Journal of Business Research, Elsevier, vol. 95(C), pages 316-325.
    12. Bhargave, Rajesh & Chakravarti, Amitav & Guha, Abhijit, 2015. "Two-stage decisions increase preference for hedonic options," Organizational Behavior and Human Decision Processes, Elsevier, vol. 130(C), pages 123-135.
    13. 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.

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