• Management & Information Systems Review
• /
• v.32 no.2
• /
• pp.237-257
• /
• 2013

As there is impulsive buying that is pervasive phenomenon in the clothing consumption area, many academics and practitioners have been interested in it. Although prior studies have provided useful insights for understanding and predicting consumers' impulsive behavior, the findings do not clearly explain why different consumers influence impulsive behavior differently even when presented with the same shopping environment. Regulatory focus theory (Higgins, 1987, 1997, 2001) provides an insight for better understanding of consumers' impulsive responses to the elements of shopping experience. Thus, the purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their shopping experiences and impulsive behavior. A total of 157 data collected from female consumers lived in Ulsan and Pusan was used for this study. The results were as follows: First, sensitive experience and emotional experience have significantly positive effects on impulsive buying, but rational experience does significantly negatively effects on it. Second, to test the moderating effects of consumers' regulatory focus, responses were divided into two groups including promotion-focused group (n = 91) and prevention-focused group (n = 66) based on the relative strength of one type of their regulatory focus, which was introduced by Higgins (2001). Multiple regression analysis (independent variables: shopping experience, dependant variable: impulsive buying) was run within each group. The results showed that for the promotion-focused group, sensitive and emotional experience have significantly positive effects on impulsive buying. For prevention focused group, sensitive experience has significantly positive effects on impulsive buying and rational experience does significantly negatively effects on it. Chow's and Fisher's z-test were confirmed that the relationship between shopping experience and impulsive buying behavior was significantly different depending on consumers' regulatory focus.

• The Journal of the Korea Contents Association
• /
• v.10 no.8
• /
• pp.177-185
• /
• 2010

The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to analyze the direct effects of message framing on the ad and brand attitude, and the moderating effects of regulatory focus and product type in these direct effects. Results from experiments indicate that message framing have significant effects on ad and brand attitude. And consumers' regulatory focus plays a moderating role between message framing and ad, brand attitude. We did not found the moderating effects of product type between message framing and ad, brand attitude. Finally, we summarized these results, discussed contributions and limitations of this study.

• Journal of Distribution Science
• /
• v.17 no.1
• /
• pp.57-72
• /
• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.

• The Journal of Industrial Distribution & Business
• /
• v.14 no.4
• /
• pp.1-10
• /
• 2023

Purpose: This paper aims to investigate how self-regulatory focus (SRF) influences the relationship between perceived brand localness (PBL) and purchase intentions (PI). This research adopted both domestic and foreign-owned brands to examine the moderating effect of self-regulatory orientations and product types respectively to exclude the interference of brand origin. Research design, data, and methodology: This study surveyed Chinese consumers and collected data using social media applications. ANOVA analysis and PROCESS modeling were adopted to complete the empirical analysis. Results: This research demonstrates that brand origin does not inhibit the positive impact of PBL on purchase intentions regardless of whether it originates from mainland China or not. Study 1 proved that the effect of PBL on PI is more convincing among consumers with promotion focus orientations. In study 2, higher purchase intentions were found for hedonic perceived local brands among promotion-focused consumers while significant preferences were found for utilitarian perceived local brands among prevention-focused consumers. Conclusions: This research complements the literature about the potential psychological factors influencing PBL and contributes to marketers in developing effective marketing strategies and appropriate positioning decisions. Overall, this study has important theoretical and managerial contributions to international marketing, particularly in the context of the current recession.

• Asia pacific journal of information systems
• /
• v.34 no.1
• /
• pp.91-113
• /
• 2024

In the wake of the COVID-19 pandemic, unsubstantiated information concerning vaccines and the coronavirus has proliferated on various social media platforms. Consequently, we have considered viable actions to mitigate the impact of such unverified content, enabling individuals to use social media platforms more effectively and minimize any ensuing confusion. Recent measures in this area have included YouTube's practice of labeling vaccine or corona videos as authoritative when emanating from reputable organizations and Twitter's practice of flagging vaccine-related content as potentially misleading or taken out of context. This study seeks to explore how such contrasting labeling practices influence users' believability and engagement differentially, while also examining the moderating impact of regulatory focus. The results indicate that authoritative labeling positively influenced users' believability and engagement, whereas misleading labeling adversely affected users' believability and engagement. Additionally, our findings revealed that authoritative labeling has a stronger impact on promotion-focused individuals, while misleading labeling has a more pronounced effect on prevention-focused individuals. Our findings offer insights into how social media platforms can design and present information to their users, taking into account their regulatory focus.

• Nuclear Engineering and Technology
• /
• v.56 no.2
• /
• pp.426-436
• /
• 2024

Nuclear security has been emphasized to ensure the safety of the environment and humans, as well as to protect nuclear materials and facilities from malicious attacks. With increasing utilization of nuclear energy and emerging potential threats, there has been a renewed focus on nuclear security. Korea has made efforts to enhance the regulatory oversight processes, both for general and specific legislative systems. While Korea has demonstrated effective nuclear security activities, continuous efforts are necessary to maintain a high level of security and to improve regulatory efficiency in alignment with international standards. In this study, the comprehensive regulatory oversight framework for the security of Korean nuclear facilities has been investigated. For reference, the U.S. regulatory oversight frameworks for nuclear facilities, with a focus on nuclear security, and the motivations of changes in regulatory oversight framework have been identified. By comparing these regulatory programs and frameworks, insights and considerations for enhancing nuclear security regulations have been identified. A comprehensive security inspection program tailored for the Korean regulatory oversight framework has been proposed, and has been preliminarily applied to hypothetical conditions for further discussion.

• Science of Emotion and Sensibility
• /
• v.20 no.3
• /
• pp.71-88
• /
• 2017

This paper compared self-validation and regulatory focus between consumers who felt happy vs. sad prior to decision and explored the effects of self-validation on regulatory focus and information distortion. The results of empirical analysis are as follows. First, consumers who felt happy beforehand revealed larger self-validation and stronger promotion focus than those who felt sad in advance. Second, compared to sadness, just-felt happiness was found to have partially positive impact on promotion focus by means of self-validation and exercise entirely positive impact on information distortion through mediation of self-validation. This study has made theoretic contributions by identifying the differences in the extent of self-validation and promotion focus between happiness and sadness as ambient emotion felt prior to the impending decision making as well as by investigating the effects of self-validation upon information distortion.

• The KIPS Transactions:PartB
• /
• v.19B no.4
• /
• pp.231-236
• /
• 2012

According to consumer behavior theory, human propensity can be divided into two regulatory focus types: promotion and prevention. These two types have much influence on the consumer's decision in many diverse areas. In this research, we apply regulatory focus theory to personalized recommendation to minimize the cold start problem and to improve the performance of recommendation algorithms. To achieve this goal, we extract the consumer behavior variables and information exploration activity index from web shopping logs. We then use them for classifying regulatory focus of the consumer. This research has the contribution to show the possibility of systematization of consumer behavior theory as an interdisciplinary research tool of social science and information technology. Based on this attempt, we will extend the research to IT services adapting theories on other areas.

• Science of Emotion and Sensibility
• /
• v.24 no.3
• /
• pp.27-40
• /
• 2021

Because of self-enhancement motives, when involved in social comparison, many people generally value things that are related to themselves, with the representative example being possessions, which is known as the endowment (ownership) effect. However, there are times when someone else's possessions appear to be better than our own, even if they are the same things, which is known as the endowment effect reversal. The purpose of this study was to explore the moderating variable that regulates the endowment effect and the endowment effect reversal by confirming whether the value estimation of others' belongings differed through a regulatory focus as it was surmised that the regulatory focus would moderate the endowment effect of the self versus the others' ownership. Foreign participants were shown the currency of a country they were unfamiliar with and asked to estimate the value in their home country currency. It was found that when people thought the money was their own, people with a promotion focus estimated the value to be higher than people with a prevention focus. However, when they thought it was someone else's money, the regulatory focus moderating effect was not found to be significant, which suggested that the endowment effect may be strengthened or eliminated depending on the individual's regulatory focus. Based on these study results, the implications, limitations, and suggestions for follow-up studies are discussed.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.3
• /
• pp.321-327
• /
• 2024

Out-of-home (Out-of-Home) advertising can be an effective means of delivering messages for preventing drowsy driving, given that it is exposed at locations and times where vehicle traffic occurs. This study investigated the influence of message framing of drowsy driving prevention OOH advertising and regulatory focus on the intention to drowsy driving prevention behaviors by an experimental study targeting 200 university students. The results showed an interaction effect between message framing and regulatory focus on the intention to drowsy driving prevention behaviors. While no significant differences were observed in the intention to drowsy driving prevention behaviors based on regulatory focus for positively framed messages, for negatively framed messages, a higher intention was observed when the prevention focus group rather than promotion focus group. This study focuses on two key areas: how messages are crafted (message framing) and the characteristics of the people who receive them (regulatory focus). By exploring these aspects, it provides valuable theoretical and practical knowledge. Essentially, it opens doors for creating message strategies that are finely tailored to suit the preferences of the audience. This advancement is vital for researchers and practitioners as it enhances the effectiveness of communication efforts.