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The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions

Rajat Roy (Bond University, Gold Coast, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 2 May 2017




The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs negative imagery and positive analytical) on consumers’ evaluation and purchase intention for a product.


A pre-test followed by a single between subject’s experiment was conducted to test the major hypotheses in the study.


Results show that promotion (prevention) focus prefers the product when it is described in terms of positive imagery but negative analytical (positive analytical but negative imagery) attributes in terms of both evaluation and purchase intention.

Research limitations/implications

Future research may validate and extend the current findings with other product or service categories, and study the underlying processes that guide decision making.

Practical implications

Findings from this study will help managers devise a range of marketing strategies in the areas of advertising, segmentation and product positioning.


The current research is novel as it addresses lack of research that engages imagery and analytical attributes with different valences, and fills in a gap as to how regulatory focus will rely on imagery (analytical) attributes with different valences while making product decisions.



Roy, R. (2017), "The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions", Marketing Intelligence & Planning, Vol. 35 No. 3, pp. 397-407.



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Copyright © 2017, Emerald Publishing Limited

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