Browsing by Subject "regulatory focus"
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Item Goal pursuit is more than planning: the moderating role of regulatory fit(Texas A&M University, 2006-10-30) Tam, Wing Yin LeonaResearch indicates that planning helps consumers in their goal pursuit, but little is known about how and when such beneficial effects change with regulatory fit ?????? fit between consumers?????? regulatory orientation and goal pursuit means. Results of three studies show that 1) the benefits of forming implementation intentions, or planning details such as when, where, how, and how long to perform goal-directed actions and attain consumer goals are stronger in regulatory nonfit situations (study 1), and 2) implementation intentions can be viewed as goal pursuit means and be part of the regulatory fit formulation to show the ??????value from fit?????? effect on instrumental behavior and goal attainment (studies 2 and 3). Specifically, study 1 showed that consumers in regulatory nonfit situations are more likely to perform instrumental behavior and have higher goal attainment by forming implementation intentions than consumers in regulatory fit situations. This research also provides empirical evidence of the notion of ??????value from fit?????? to the regulatory fit literature, that is, the mediating role of motivation intensity in the regulatory fit-instrumental behavior and regulatory fit-goal attainment linkages in studies 2 and 3.Item When ?becomes ?: regulatory shift in a consumer?onflict resolution process(2009-05-15) Shin, DongwooThis dissertation explores the socio-cognitive system of collective influences on consumers? evaluation and decision processes, which have not been discussed fully in consumer literature, by examining how people resolve a conflict between group orientation and trait regulatory focus. It is proposed that, depending on the interaction between group commitment and collective efficacy, consumers implement one of three conflict resolution processes (i.e., depersonalization, compliance, and self-preservation) to determine the outcome of their regulatory shift. The impact of these three conflict resolution processes on regulatory shift and following message evaluations are tested with a series of six experiments. The results of these studies showed that people shift their regulatory orientation from trait regulatory focus to group orientation if the group identity is strong enough (experiment 1 and 2), the impact of group orientation on message evaluation is stronger when group members have higher group commitment (i.e., depersonalization; experiment 3 and 4) or experience higher collective efficacy (i.e., compliance; experiment 5), and people experience regulatory non-fit when they follow compliance process and generated less favorable message evaluations than when they follow depersonalization process (experiment 6). These findings highlight the importance of understanding group influence on a consumer?s mindset that consequently affects his/her various psychological processes and consumption behaviors.