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Article: The effect of regulatory orientation and decision strategy on brand judgments

TitleThe effect of regulatory orientation and decision strategy on brand judgments
Authors
KeywordsConsumer behavior
Information processing
Brand choice
Decision making
Product information management
Brand name products
Issue Date2009
PublisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCR
Citation
Journal Of Consumer Research, 2009, v. 35 n. 6, p. 1026-1038 How to Cite?
AbstractFour studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy of a decision outcome than when they used strategies that facilitated progress toward a decision, whereas the opposite outcome occurred for those with a promotion focus. These findings emerged whether the decision strategies were prompted by instructions about how to make a decision or by the message presentation format, and they were mediated by a subjective experience of confidence. These observations suggest that judgments are influenced by the decision makers' feelings about how information is processed that are independent of the message content. © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.
Persistent Identifierhttp://hdl.handle.net/10722/57675
ISSN
2015 Impact Factor: 3.187
2015 SCImago Journal Rankings: 4.896
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorWan, EWen_HK
dc.contributor.authorHong, Jen_HK
dc.contributor.authorSternthal, Ben_HK
dc.date.accessioned2010-05-17T02:19:59Z-
dc.date.available2010-05-17T02:19:59Z-
dc.date.issued2009en_HK
dc.identifier.citationJournal Of Consumer Research, 2009, v. 35 n. 6, p. 1026-1038en_HK
dc.identifier.issn0093-5301en_HK
dc.identifier.urihttp://hdl.handle.net/10722/57675-
dc.description.abstractFour studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy of a decision outcome than when they used strategies that facilitated progress toward a decision, whereas the opposite outcome occurred for those with a promotion focus. These findings emerged whether the decision strategies were prompted by instructions about how to make a decision or by the message presentation format, and they were mediated by a subjective experience of confidence. These observations suggest that judgments are influenced by the decision makers' feelings about how information is processed that are independent of the message content. © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.en_HK
dc.language.isoengen_HK
dc.publisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCRen_HK
dc.relation.ispartofJournal of Consumer Researchen_HK
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subjectConsumer behavioren_HK
dc.subjectInformation processingen_HK
dc.subjectBrand choiceen_HK
dc.subjectDecision makingen_HK
dc.subjectProduct information managementen_HK
dc.subjectBrand name productsen_HK
dc.titleThe effect of regulatory orientation and decision strategy on brand judgmentsen_HK
dc.typeArticleen_HK
dc.identifier.emailWan, EW: ewwan@hkucc.hku.hken_HK
dc.identifier.authorityWan, EW=rp01105en_HK
dc.description.naturepublished_or_final_versionen_HK
dc.identifier.doi10.1086/593949en_HK
dc.identifier.scopuseid_2-s2.0-67649202518en_HK
dc.identifier.hkuros156327en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-67649202518&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume35en_HK
dc.identifier.issue6en_HK
dc.identifier.spage1026en_HK
dc.identifier.epage1038en_HK
dc.identifier.eissn1537-5277-
dc.identifier.isiWOS:000263889800011-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridWan, EW=23052867400en_HK
dc.identifier.scopusauthoridHong, J=35209970200en_HK
dc.identifier.scopusauthoridSternthal, B=6603288386en_HK
dc.identifier.citeulike3665850-

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