• Asia Marketing Journal
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• 제21권1호
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• pp.89-112
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• 2019

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). While a consumer with a high level of group identification changes her locus of self-regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.

• 패션비즈니스
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• 제14권4호
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• pp.1-9
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• 2010

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) ${\times}$ 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn't appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

• 한국의류산업학회지
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• 제24권6호
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• pp.707-718
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• 2022

The metaverse is emerging as the next digital environment for people not only to interact and collaborate with others, but also to have virtual consumption experiences. In this study, virtual fashion items for the consumer's digital self are deemed significant products with consumption value. Drawing from the regulatory focus theory, this study examines how consumers' promotion and prevention focus influence value perception and buying behaviors of virtual fashion items in the metaverse context. The data were collected through an online survey. A total of 546 consumers in their twenties who are aware of the metaverse responded to a self-administered questionnaire. The results showed that promotion focus influenced all the perceived consumption values of virtual fashion items such as the economic, visual authority, hedonic, and social value, whereas prevention focus influenced only the visual authority value. Visual authority value negatively affected both purchase intention and willingness to pay premium price, while others had a positive effect. The findings provide theoretical evidence that consumers' regulatory focus is critical in buying virtual fashion items and suggest that marketers devise effective strategies to stimulate consumers' regulatory focus and to emphasize the economic, hedonic, and social value of the items in the metaverse context.

• The Journal of Asian Finance, Economics and Business
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• 제9권1호
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• pp.387-397
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• 2022

The purpose of this study is to examine the effects of emotional arousals of guilt versus shame on health message compliance. The study also investigates the moderation impact of two individual factors that have not been studied much in health communications, including regulatory focus and self-construal. This study employs a 2 (guilt versus shame appeals/arousals) between-subjects experiment and a survey to test the conceptual model. The context of the study is binge drinking, and the survey respondents (n = 330) are male university students in Ho Chi Minh City, Vietnam. The results confirm the positive effects of guilt and shame arousals on health message compliance. In addition, the results show moderating effects of the two individual characteristics of regulatory focus and self-construal on the relationships between guilt/shame arousals and health message compliance. The findings of this study have not only theoretical implications but also practical implications in the field of health communications. The insights could help health marketers, policymakers, and health promotion agencies to effectively develop health communications campaigns with more appealing message content (guilt versus shame) and relevant media selection (regulatory focus and self-construal).

• 한국식품조리과학회지
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• 제25권6호
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• pp.663-670
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• 2009

The domestic foodservice and restaurant industries have been rapidly growing. Therefore, it is necessary for restaurants to analyze the demands and desires of their customers according to internal attributions, and to understand how these may change in the future. To explore the internal attributions of individuals, such as personality, this study examined differences between the promotion and prevention focuses of 'Self-Regulatory Focus Theory'. Based on this theory, hypotheses were prepared and two experiments- & -were performed to assess the hypotheses. showed that consumers who had a promotion focus were interested in the following factors: events, advertisement images and taste; whereas those with a prevention focus concentrated more on factors related to comfortoriented qualities, such as reputation and price satisfaction. In , after performing situational regulatory focus manipulation with the subjects, there were different results between promotion and prevention: in the promotion focus, when a prevention focus was induced, subjects concentrated more on price satisfaction, reputation, highly nutritious menu, and sanitary conditions; whereas in the prevention focus, when a promotion focus was induced, they concentrated on advertisement images, events, and restaurant atmosphere.

• 한국산학기술학회논문지
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• 제14권11호
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• pp.5455-5464
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• 2013

본 연구는 조절초점이 학업성취에 영향을 미치는 과정에서 자기조절학습과 학업소진이 어떠한 역할을 하는지 알아보고자 하였다. 이를 위해 312명의 대학생을 대상으로 설문을 실시하였으며, SPSS 18.0과 Amos 8.0으로 분석하였다. 연구결과, 자기조절학습은 조절초점의 하위변인인 향상초점과 학업소진을 매개하는 것으로 나타났고, 학업소진은 자기조절학습과 학업성취를 매개하는 것으로 나타났다. 즉 조절초점은 자기조절학습을 기반으로 한 학업소진을 통해 실제 학업성취에 영향을 미치는 것으로 나타났다. 이와 같은 결과를 중심으로 학업성취를 향상시키기 위한 개입방법으로 자기조절학습을 높이고 학업소진을 줄일 수 있는 상담 및 교육의 필요성을 제언하였고, 제한점과 후속 연구의 필요성을 제안하였다.

• 감성과학
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• 제20권3호
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• pp.71-88
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• 2017

연구는 의사결정 전에 행복을 느끼는 소비자와 슬픔을 느끼는 소비자 간에 자기타당화 정도의 차이와 규제초점의 차이 그리고 자기타당화 정도의 차이가 규제초점과 정보왜곡에 미치는 영향을 탐색하였다. 연구 결과, 첫째, 사전에 행복을 느낀 소비자는 사전에 슬픔을 느낀 소비자보다 자기타당화 정도가 크고, 촉진초점을 강하게 갖는다. 둘째, 사전에 느낀 슬픔감정과 비교하여 사전에 느낀 행복감정이 자기타당화를 매개로 촉진초점에 부분적으로 정적인 영향을 미치고, 자기타당화를 매개로 정보왜곡에 완전히 정적인 영향을 미친다. 본 연구는 현재의 의사결정시점 이전에 느낀 행복감정과 슬픔감정 간에 촉진초점 정도와 자기타당화 정도의 차이, 자기타당화의 정보왜곡 효과를 탐색하여 이론적으로 기여하고 있다. 이에 따라 마케팅 관리자는 소비자의 자사의 제품에 대한 사고 확신성을 높여 소비자의 자기타당화를 촉진하고, 또 촉진초점을 유도하기 위해 사전에 소비자가 행복감정을 느끼도록 해야 함을 관리적 시사점으로 제시하였다.

• 벤처창업연구
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• 제11권2호
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• pp.9-19
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• 2016

본 연구에서는 창업효능감이 창업의지에 미치는 영향을 밝히고, 창업효능감과 창업의지의 관계에서 조절초점의 조절효과를 규명하고자 하였다. 향상초점과 예방초점으로 구성된 조절초점이론에 따르면 목표를 달성하는 방법과 동기는 개인별로 다르다. 따라서 본 연구에서는 향상초점 지향적인 대학생들과 예방초점 지향적인 대학생들에 따라 창업효능감이 창업의지에 미치는 영향이 다를 것이라고 가정하였다. 본 연구를 위해 전국 6개의 대학에서 창업교육을 수강한 494명의 대학생들을 대상으로 설문을 실시하였으며, 이중 총 309명의 설문지가 분석에 활용되었다. 분석결과, 창업효능감은 창업의지에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 창업효능감과 창업의지 관계에서 조절초점이 조절역할을 하는 것으로 나타났다. 즉, 향상초점 지향적인 대학생들은 예방초점 지향적인 대학생들보다 창업효능감이 창업의지에 미치는 정(+)의 영향이 더 강하다는 것을 확인할 수 있었다. 이러한 결과는 창업효능감을 높일 수 있는 교육방법론과 예방초점 지향적인 대학생들을 위한 특화된 창업교육의 필요성을 시사하고 있다.

• International Journal of Internet, Broadcasting and Communication
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• 제16권1호
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• pp.191-202
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• 2024

Self-efficacy is a major factor related to performance and needs to be improved in business and education field. This study explains the effectiveness of school career assistance to improve college students' self-efficacy. Furthermore, it demonstrates the moderating effects of grit and regulatory focus (promote and prevention). School career assistance is based on group support, and moderating variables in this paper are individual characteristics. In these group and individual dimensions, if the effectiveness of school career assistance varies depending on individual characteristics, schools will be able to establish self-efficacy improvement strategies more appropriate for individual students. School would understand individual characteristics such as grit and regulatory focus, then could make individual strategy for enhancing self-efficacy and performance. Hence, it is expected that the performance of school and student will improve through the self-efficacy improvement plan presented in this study.

• 산경연구논집
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• 제14권4호
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• pp.1-10
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• 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.