Regulatory Focus: A Promising Concept for Marketing Research

Abstract

This article aims at synthesizing the body of research that deals with regulatory focus, a concept that has captured the attention of a growing number of marketing researchers in the last few years, particularly because of the new perspective it brings to motivation. After introducing Higgins's theory, we present the numerous effects and consequences of regulatory focus on consumer behavior. Finally, we highlight the current limits of regulatory focus theory and suggest future directions for research in marketing.

Effects of message framing on intentions towards the Pap test: Moderation by the objective of the recommended behavior, mediated by the valence of mental imagery

“…Some researchers show that gains- or losses-framed messages are more effective for promoting regular physical activity (Latimer et al, 2008a), fruit and vegetable consumption (Latimer et al, 2008b) and nonsmoking (Kim, 2006; Zhao and Pechmann, 2007) when they are adapted to the receiver’s regulatory focus. However, the measure of regulatory focus used in these studies (Higgins’s (1997) measure) also presents some limitations (Boesen-Mariani, Gomez and Gavard-Perret, 2010). The question of the moderating role of the receiver’s regulatory focus could be investigated by relying on a recent scale for measuring regulatory focus specifically created by Gomez et al (2013) for the health field ( the health regulatory focus scale ).…”

A proposed integrated model of resistance to anti-smoking messages

“…Of the five scales for measuring regulatory focus listed by Boesen-Mariani et al (2010), we used the Regulatory Focus Scale by Fellner et al (2007). As well as being the most recent at the time of our research, 7 this scale also incorporates the findings of previous research and displays good psychometric qualities.…”

“…The concept of regulatory focus developed by Higgins (1997) has generated a high level of interest among marketing researchers (Boesen-Mariani et al, 2010), particularly those working on health-related issues (Gomez et al, 2013; Werle et al, 2012). The regulatory focus theory postulates that individuals are driven by the search for pleasure and the avoidance of suffering.…”

Uncertain-monetary promotions: A consumer motivational perspective.

“…Similarly, prevention-focus where individuals adopt a vigilant strategy to pursue their goals (Higgins, 2015). Substantial empirical research reports the importance of promotion and prevention-focus motivations as the origin of different strategic preferences that has strong implications for marketing and consumer behavior in many different contexts (for a review, see Boesen-Mariani, Gomez, & Gavard-Perret, 2010).…”

“…The needs for safety and security as well as growth and advancement are the basic, fundamental human needs that influence our motivation in every aspect of life (Maslow, 1943(Maslow, , 1954Higgins, 1997). Research in the past few decades on selfregulatory focus has shown that the salience of fundamental need for growth over the fundamental need for security (and vice versa) can influence motivation, judgment, decision-making and behavior (for reviews, see Boesen-Mariani, Gomez, & Gavard-Perret, 2010;Higgins, 2015). In particular, regulatory-focus theory (Higgins, 1997), a theory of motivation, classifies two independent motivational systems: a promotionfocused motivation that is derived by the need for growth and advancement and a prevention-focused motivation that is derived from the need for safety and security.…”