Regulatory Focus and Self-Views in Marketing

Defining oneself based on internal thoughts, feelings, and actions. It's about being the star of your own show!🌟

Defining oneself through relationships with others. You're part of a big ensemble cast!🎭

Common in many Western cultures, such as the USA and Western Europe.

Found in many Asian and other non-Western cultures, such as Japan, China, and more.

Celebrates individuality and uniqueness. Be the one and only you!🤝

Emphasizes connection and harmony with others. Teamwork makes the dream work!🌍

Actions are driven by personal choices and desires. Your happiness matters!🛍️

Actions often reflect the thoughts and feelings of others. Community vibes!matter!

Goals that consumers find desirable and actively seek to achieve, leading them to purchase products or services that help them attain these goals.

Goals that focus on avoiding undesirable outcomes or negative experiences, motivating consumers to take actions to prevent potential harm.

This theory suggests that individuals approach goals using two distinct motivational systems: promotion focus and prevention focus.

Driven by the desire to achieve positive outcomes and aspirations, focusing on potential gains and rewards, success, and personal advancement. Individuals with a promotion focus are attracted to products that symbolize desires and success.

Focused on avoiding negative outcomes and fulfilling obligations, prioritizing preventing mistakes and risks, fulfilling responsibilities, and seeking out reliable and safe options. Individuals with a prevention focus are driven by a sense of duty and security.

This individual is motivated by personal accomplishment and striving for success, often preferring products that signify achievement and prestige.

This individual is driven by the need for building and maintaining strong social connections, often seeking out products or experiences that facilitate social interactions and belonging.

This individual is driven by power and influence, desiring control and recognition. They often seek products or experiences that symbolize authority and status.

Emotions influence quick, impulsive decisions, often leading to spontaneous purchases.

Emotions guide deliberate, long-term decisions, involving careful consideration of choices.

Anger can trigger negative actions towards a product, such as boycotts or bad reviews.

Fear motivates people to seek safety and avoid risks, making it effective for products like insurance.

Joy prompts positive reactions, encouraging purchases for happiness and enjoyment.

Consumers carefully evaluate their choices to avoid regretting their decisions later.

Consumers want to ensure their purchases meet expectations to avoid disappointment.

Emotions can act as shortcuts, simplifying decisions when immediate action is needed.

A state of mental discomfort caused by conflicting beliefs, attitudes, or behaviors.

Changing your behavior to fit your beliefs or attitudes.

Altering your beliefs to justify your behavior.

Adding new beliefs to support your behavior.

A mental conflict that arises when you have to choose between two desirable options.

A mental conflict when you have to choose between a desirable option and an undesirable option.

A mental conflict when you have to choose between two undesirable options.

The study of how individuals make decisions and choose goods and services.

Everyday choices made with little thought, like your "autopilot" for decisions.

Quick decisions with slightly more thought, using mental shortcuts like "best-selling" labels.

Important, high-stakes decisions involving research and comparison, like buying a new laptop.

Occurs when you need to replace something that broke, like a shattered phone screen.

Occurs when you're tempted by something new, even if your current item works fine, like seeing an ad for the latest iPhone.

Researching specifically for a need, like searching for "best Bluetooth speakers" to buy one.

Browsing for fun or to stay updated, like checking sneaker drops even if you're not buying.

Comparing alternatives based on functional (battery life) and experiential (brand prestige) criteria.

Adding similar products to a set can make existing products seem less appealing, even if their quality hasn't changed.

A "decoy" product can be added to a set to make a preferred option seem more desirable, even if the decoy itself is not actually chosen.

People tend to choose the middle option in a set, avoiding extremes.

Introducing an option that stretches the range of a product's attribute (like price or size) can make other options seem closer together.

Consumers weigh the pros and cons of different options, allowing strong features to compensate for weaker ones.