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Regulatory focus and reliance on implicit preferences in consumption contexts

Florack, A. and Friese, M. and Scarabis, M.. (2010) Regulatory focus and reliance on implicit preferences in consumption contexts. Journal of consumer psychology, Vol. 20, H. 2. pp. 193-204.

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Official URL: http://edoc.unibas.ch/dok/A5841127

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Abstract

The present research tested the assumption that implicit preferences fit the eagerness of a promotion focus, but not the need for safe judgments and decisions of a prevention focus. In three studies, we assessed individual differences in implicit preferences for consumer goods and investigated their influence on self-regulatory behavior. In line with expectations, implicit preferences predicted choice intentions (Study I), single and repeated choices between consumer goods (Study 2), and the amount of product consumption (Study 3) better for individuals in a promotion focus than in a prevention focus. The results were found with two different measures of implicit preferences. (C) 2010 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Ehemalige Einheiten Psychologie > Sozial- und Wirtschaftspsychologie (Wänke)
UniBasel Contributors:Friese, Malte
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Elsevier
ISSN:1057-7408
Note:Publication type according to Uni Basel Research Database: Journal article
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Last Modified:14 Sep 2012 07:21
Deposited On:14 Sep 2012 07:10

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