Effect of Regulatory Focus on Selective Information Processing

63 Pages Posted: 19 Jul 2011

See all articles by Yeosun Yoon

Yeosun Yoon

College of Business, Korea Advanced Institute of Science and Technology (KAIST)

Gülen Sarial-Abi

Bocconi University

Zeynep Gurhan-Canli

Koc University

Date Written: July 18, 2011

Abstract

Individuals tend to selectively rely on information consistent with their attitudes or decisions. In this research, we examine the possibility that regulatory focus influences selective information processing. We find that individuals selectively rely on information consistent with their regulatory orientation under high (vs. low) information load. Specifically, under high information load, relative reliance on positive (vs. negative) information is greater for promotion-focused (vs. prevention-focused) individuals. Consequently, when information load is high, promotion-focused (vs. prevention-focused) individuals have higher brand evaluations. Under low information load, individuals also rely on information inconsistent with their regulatory orientation. Specifically, under low information load, relative reliance on positive (vs. negative) information is greater for prevention-focused (vs. promotion-focused) individuals. As a result, when information load is low, prevention-focused (vs. promotion-focused) individuals have higher brand evaluations.

Keywords: Regulatory Focus, Information Processing, Information Load

Suggested Citation

Yoon, Yeosun and Sarial-Abi, Gülen and Gurhan-Canli, Zeynep, Effect of Regulatory Focus on Selective Information Processing (July 18, 2011). Journal of Consumer Research, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1888686

Yeosun Yoon (Contact Author)

College of Business, Korea Advanced Institute of Science and Technology (KAIST) ( email )

85 Hoegiro Dongdaemun-Gu
Seoul 02455
Korea, Republic of (South Korea)

Gülen Sarial-Abi

Bocconi University ( email )

Via Sarfatti, 25
Milan, MI 20136
Italy

Zeynep Gurhan-Canli

Koc University ( email )

Rumelifeneri Yolu
34450 Sar?yer
Istanbul, 34450
Turkey

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