کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886575 | 913071 | 2009 | 13 صفحه PDF | دانلود رایگان |
Two studies investigate the relationship between promotion and prevention focus, mood regulation, and retail marketplace evaluations and behaviors. Study 1, a laboratory experiment, finds that individuals high in promotion focus regulate their moods more than individuals low in promotion focus. Study 2, a field study, investigates the relationships between retail outcomes, regulatory focus, and the three core mood regulation constructs of mood monitoring, mood clarity, and mood repair. Results suggest that mood regulation is closely related to promotion and prevention focus, having both a direct influence on retail outcomes as well as mediating the influence of regulatory focus. Implications for theory and practice, limitations, and directions for future research are discussed.
Journal: Journal of Retailing - Volume 85, Issue 3, September 2009, Pages 308–320