Regulatory Focus Intensity and Evaluations of Retail Experiences

被引：16

作者：

Arnold, Mark J. ^{[1
]}

Reynolds, Kristy E. ^{[2
]}

Jones, Michael A. ^{[3
]}

Tugut, Meltem ^{[1
]}

Gabler, Colin B. ^{[4
]}

机构：

[1] St Louis Univ, St Louis, MO 63108 USA

[2] Univ Alabama, Tuscaloosa, AL 35487 USA

[3] Univ Tennessee, Chattanooga, TN USA

[4] Ohio Univ, Athens, OH 45701 USA

来源：

PSYCHOLOGY & MARKETING | 2014年 / 31卷 / 11期

关键词：

CUSTOMER SATISFACTION; AVOIDANCE MOTIVATION; HIERARCHICAL MODEL; GOAL ATTAINMENT; PROMOTION; PREVENTION; STRENGTH; ANTECEDENTS; PERSONALITY; CONSUMPTION;

D O I：

10.1002/mar.20746

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Previous research indicates that consumers differ in their evaluation of and response to similar retail experiences. Reporting results from three studies, the current research proposes consumers' regulatory focus intensity as one possible source of this variation. Study 1 examines how consumers' regulatory focus intensity influences their in-store behavioral intentions following good and bad shopping experiences. Study 2 illustrates how consumers' regulatory focus intensity impacts their future loyalty intentions after satisfactory retail experiences. In Study 3, the researchers explore how retailers can employ regulatory framing in their communication messages to increase the future loyalty intentions of those chronically less loyal consumers. Lastly, theoretical and managerial implications as well as limitations of this research are discussed.

引用

页码：958 / 975

页数：18

共 55 条

[1] I seek pleasures and "we" avoid pains: The role of self-regulatory goals in information processing and persuasion [J].