By David G. Mick
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Of the six stages of the classic consumer decision-making process, it is the evaluation stage that has received the most attention from consumer researchers interested in regulatory focus theory (although most of this work has been on persuasion as opposed to true decision-making). We propose that regulatory focus inﬂuences both the type of evaluative content that consumers are sensitive to and the type of evaluation strategy that they follow. We also propose that promotion and prevention Promotion and prevention 23 may also be activated endogenously by the alternative being evaluated (Zhou and Pham 2004).
1999) tested this prediction using an endowment-eﬀect paradigm. In this paradigm, participants are typically given one object, the “endowed” option, and oﬀered an opportunity to exchange it against another object of comparable monetary value. It is generally found that, whichever object people are initially endowed with, they are reluctant to exchange it for another object of comparable value. Liberman et al. (1999) found that the priming of prevention magniﬁed the endowment eﬀect (making participants even more reluctant to exchange the product they were endowed with), whereas the priming of promotion removed the endowment eﬀect (making participants indiﬀerent between the product they were endowed with and the other product).
Propositions 2 and 3 highlight an important recent development of regulatory focus theory: In addition to exerting exogenous inﬂuences on consumer decision-making, regulatory focus can also be endogenously Promotion and prevention 17 determined by various aspects of this decision-making process (see Zhou and Pham 2004). Information search Once a problem has been recognized, a search for information is assumed to follow. , Bettman 1979; Hoyer and MacInnis 2003): (a) (b) (c) (d) the extensiveness of the search; the direction of the search, internal or external; the type of information searched; and the structure of the search, which can be alternative-based or attribute-based, and global or local.