The influence of regulatory focus and evaluation mode on consumers’ decision making

Abstract

ABSTRACT This research investigates the impact of individuals’ regulatory orientation on their responsiveness to context effects arising from different evaluation modes. Drawing on the theoretical framework of regulatory focus, we conducted three experiments to explore these dynamics. The findings reveal that individuals primed with promotion focus display a higher likelihood of choosing an option when presented with a separate evaluation than those with prevention focus. Conversely, in joint evaluation mode, the pattern reverses. Specifically, activating promotion orientation renders individuals more susceptible to an attractive yet risky (extreme) option. Conversely, when a prevention orientation is activated, individuals tend to avoid extreme options and gravitate toward a low-risk, low-return option or even abstain from making a choice altogether. Joint evaluation mode effectively facilitates promotion-focused individuals in selecting an attractive but extreme option, whereas it prompts prevention-focused individuals to opt for a compromise option. These findings provide valuable insights into the intricate interplay between regulatory orientation and evaluation mode in shaping consumer decision-making processes.