An Assessment of Chronic Regulatory Focus Measures

72 Pages Posted: 22 Jun 2009

See all articles by Kelly Haws

Kelly Haws

Vanderbilt University - Marketing

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

William O. Bearden

affiliation not provided to SSRN

Date Written: June 19, 2009

Abstract

Prior consumer research has demonstrated the ability of promotion and prevention regulatory orientations to moderate a variety of consumer and marketing phenomena, but has used several different scales to measure chronic regulatory focus. This paper assesses five different chronic regulatory focus measures using criteria of theoretical coverage, internal consistency, homogeneity, stability, and predictive ability. The results reveal a lack of convergence among the measures and variation in their performance along these criteria. Specific guidance for choosing a particular measure in regulatory focus research is provided.

Keywords: regulatory focus theory, RFQ, personality, trait regulatory focus, selves, personality assessment

Suggested Citation

Haws, Kelly and Dholakia, Utpal M. and Bearden, William O., An Assessment of Chronic Regulatory Focus Measures (June 19, 2009). Available at SSRN: https://ssrn.com/abstract=1422629 or http://dx.doi.org/10.2139/ssrn.1422629

Kelly Haws

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

William O. Bearden

affiliation not provided to SSRN ( email )

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