OUP user menu

Editors

Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

3.187
5.292
18 out of 120

Effect of Regulatory Focus on Selective Information Processing

Yeosun Yoon, Gülen Sarial-Abi, Zeynep Gürhan-Canli
DOI: http://dx.doi.org/10.1086/661935 93-110 First published online: 1 June 2012

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.

View Full Text

Sign in

Log in through your institution

Sign in as a personal subscriber

Log in through your institution

Purchase a personal subscription