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Grounded in regulatory mode theory (RMT), this study aims to investigate the impact of managers’ orientation for action (locomotion and assessment) in business-to-business positioning decision-making.

Data are collected using a scenario-based experimental design. Study 1 examines whether interest and involvement in recommending a positioning strategy depends on a manager’s regulatory mode orientation. The impact of such orientations on the likelihood of changing a recommended positioning strategy is the focus of Study 2. The moderating effects of task motivation (expected rewards resulting from a recommendation), market feedback and the line manager’s leadership style are examined.

Both assessment and locomotion are significant determinants of involvement in recommending a positioning strategy. The introduction of motivation as a moderator helps explain differences in level of interest in positioning decision-making. Locomotion, but not assessment, affects the likelihood of changing a recommended positioning strategy. Assessment amplifies the impact of locomotion, while none of the interaction effects between regulatory mode orientation and contextual factors is a significant determinant of changing a positioning strategy.

To the best of the authors’ knowledge, this is the first application of RMT on positioning decision-making. Results from two experiments provide novel insights into the predictive relevance of managers’ preference in terms of involvement with the decision-making process and the likelihood of altering positioning.

Customers play a key role in value creation. Not surprisingly, research has investigated customers’ motivations to engage in the creation of value. Thus, this study aims to assess the link between mood-regulatory processes and customer participation in value creation.

This study develops a model that relates mood-regulatory processes to customer participation and customer value creation, and tests it with a sample of 419 hotel customers, using partial least squares estimation.

It is found that mood clarity relates directly with customer relational value; mood monitoring relates directly with customer participation as well as directly and indirectly with customer economic and relational value; and mood repair relates directly with customer participation and customer economic value, as well as indirectly with customer economic and relational value.

This is a cross-sectional study limited only to hotels in Iran. This is the first study to evaluate the relationship between mood regulation with customer participation and value creation. Hospitality service organizations interested in promoting customer participation may consider mood as a segmentation criterion.

Value creation theory was applied to identify the relationship among customer mood regulation, participation, economic value and relational value, as it is first attempted in the hospitality studies.

This research aims to analyze whether the self-regulatory focus, a consumer variable, moderates the impact of incongruity on consumer evaluations. A congruity or typicality arises when a product (e.g. champagne) is consistently consumed in certain occasions or is used in conjunction with other specific products. This typicality may remind people of the product with regard to specific contexts but may limit the product’s overall versatility. In line with the moderate incongruity effect, there may be an opportunity to extend a product usage to situations associated with moderate incongruity or atypicality.

Study 1 is a 2 (self-regulatory focus: promotion/prevention) × 3 (atypicality of product usage context: typical/moderately atypical/highly atypical) between-subject experimental design. Study 2 replicated Study 1 with a sample of different age, three different champagne usage contexts and a manipulation of self-regulatory focus. Study 3 is a 2 (self-regulatory focus: promotion/prevention) × 3 (atypicality of product usage context: typical/moderately atypical/highly atypical) × 2 (product replicates: red wine/pearl jewelry) mixed design with self-regulatory focus and atypicality as between-subjects factors and product replicates as a within-subject variable.

Promotion-focus consumers’ product evaluations for the moderate incongruity or atypicality are higher than those for congruity and extreme incongruity. The relationship takes an inverted-U shape. Prevention-focus consumers’ product evaluations decrease monotonically as congruity decreases. Moreover, compared with prevention-focus individuals, promotion-focus ones evaluate moderate incongruity more favorably.

There are some limitations to this research. First, it only investigates the moderate incongruity effect with regard to product use occasions and complementary products. To increase the external validity of self-regulatory focus as a moderator of incongruity-evaluation relationships, it remains to future research to extend the research setting to products which have been tightly bonded to specific users, locations, seasons or times. Second, although the experimental designs are similar to previous ones, the scenarios are nevertheless imaginary. Therefore, participants’ involvement levels in all manipulated situations, as well as the quality of their answers, remain unknown.

First, brand managers should target only promotion-focus customers to obtain the moderate incongruity effect, but should maintain a consistent marketing strategy for prevention-focus customers. Second, because both promotion- and prevention-focus individuals have unfavorable evaluations of extreme incongruity, drastic changes in marketing strategies should be avoided. Third, people from a Western (Eastern) culture exhibit more promotion (prevention) focus orientation. Therefore, the type of culture can serve as an indicator of regulatory orientation. Fourth, a gain-framed appeal is recommended for realizing the moderate incongruity effect from promotion-focus consumers. Finally, promotion-focus (vs prevention-focus) consumers will welcome a moderately nonalignable than alignable product upgrade.

Most prior research on goal orientation has found that promotion-focus (vs. prevention-focus) individuals are more inclined to adopt new products, but both types of people are unlikely to purchase new products when the associated risks become salient, while the research related to schema incongruity has suggested that the moderate incongruity effect may not exist when consumers perceive high risks. By combining both schema congruity and self-regulatory focus theories, this research provides a more precise picture of how and why a person’s goal orientation influences the relative salience of risks and benefits with an increase in incongruity.

In this chapter, we summarize and build on the current state of the customer mistreatment literature in an effort to further future research on this topic. First, we detail the four primary conceptualizations of customer mistreatment. Second, we present a multilevel model of customer mistreatment, which distinguishes between the unfolding processes at the individual employee level and the service encounter level. In particular, we consider the antecedents and outcomes unique to each level of analysis as well as mediators and moderators. Finally, we discuss important methodological concerns and recommendations for future research.

There have been recent calls for research into the impulse shopping behaviours of adolescent consumers – an important topic because adolescents are: an increasingly important market segment; a segment which has recently been empowered by the availability of easy credit; and which is increasingly targeted by strategic marketing collateral. This paper responds to the call by aiming to focus on the impulse shopping behaviours of adolescents.

The research is qualitative in nature and utilises lengthy mini focus group interviews of both adolescent and adult consumer shoppers. The verbatim transcriptions are then subjected to both manual and automated textual analysis to derive conceptual and thematic maps of each group's discussions in relation to impulse shopping.

Consistent with recent neuropsychological literature on adolescents, the findings show clear differences between adolescents and adults in relation to impulse shopping. Significant differences were found in the areas of antecedent moods, shopping purpose, and the range of perceived constraints which may moderate impulse shopping behaviour. The research also shows that impulse buying among adolescents is a behaviour which is undertaken often in response to stress and/or a need for mood amelioration and further that their conceptualisation of impulse shopping is only distantly related to a deficient set of perceived constraints when compared to adult shoppers.

This improved understanding of the bases of adolescent impulse shopping will assist in the design of educational programs to reduce the frequency of adolescent financial problems.

There may be a reduction in the number of adolescents facing resultant financial hardship.

This is the first such study which reports the belief structures of adolescent impulse shoppers versus adults.

The aims of this study are twofold: to explore the influence of the typicality of brand story and regulatory focus on the effectiveness of argument strength and product evaluations and to examine the mediating role of being hooked.

The study performed two experiments which showed how the measured or induced regulatory focus of a consumer in a given situation moderates the relationship between typicality of the brand story and product evaluations.

The results show that prevention-focused individuals rely on the substance of the message after reading an atypical brand story, whereas promotion-focused individuals are more likely to be hooked by an atypical brand story. Moreover, the findings have also revealed that being hooked mediated the results of the interaction effects of the typicality of brand story and regulatory focus on product evaluation.

A better understanding of the interplay effects between the perceived typicality of brand story and the regulatory focus of target audiences has the potential to help marketers increase the persuasiveness of their communication messages.

To the authors’ knowledge, this is the first piece of research to examine how the typicality of brand story and regulatory focus can influence the likelihood of a consumer being hooked. Moreover, the present study is among the first to show that regulatory focus is an important moderator of the effects of typicality, and this contributes to the literature of categorization theory.

The aim of the research presented in this paper is to enhance our understanding of self-gift giving behavior. Self-regulatory theory is used as a conceptual support to achieve this objective. The main idea that is explored is that consumers’ self-gift purchase intentions vary across contexts and situations to the extent that these are compatible or not with their self-regulatory mindset, whether it is chronic or situational.

Two studies, using a scenario-based experiment, were conducted to investigate the effects that regulatory focus has on consumers’ intentions to buy themselves a gift.

The results support the proposition that the chronic form of regulatory focus in success and failure situations has a significant impact on the intention to purchase a gift to oneself and show that the situational form of regulatory focus has an influence on self-gift purchase intention as well. They also confirm that situations that are congruent with consumers’ self-regulatory mindset lead to stronger self-gift purchase intentions.

The main contribution of this research lies in delineating the role that some specific dispositional and situational factors play in shaping consumers’ perceptions of success and failure events and how this impacts the eventual purchase of a gift to oneself. This contrasts with previous research on self-gift giving, where success and failure situations are assumed to be perceived similarly by consumers. Marketing managers wishing to stimulate consumers’ propensity to buy themselves gifts should consider using regulatory focus as a segmentation basis. Marketing communications should be adapted to consumers’ self-regulatory mindset.

The purpose of this paper is to explore the emotion regulatory aspects of venting and use an attribution appraisal framework to investigate the differential impact on anger and emotional tone given a reinforcing or reinterpreting response.

This research uses a 2 (target: offender or third party)×2 (response type: reinterpret or reinforce) between‐subjects factorial design. Dependent variables are measured quantitatively in the form of a questionnaire.

This research supports the notion that venting may be used as an emotion regulatory strategy and highlights the importance of the reciprocal aspect of the venting interaction. In addition, this research underscores the importance of attributions in the venting process, in particular, the attributions used in responding to venting. This research shows that the response types (reinforcing or reinterpreting) as well as the identity of the target (offender or third party) are important determinants of anger and emotional tone.

This research employs an anger recall methodology. Future research should explore venting and responses in a live anger setting.

What is said in response to venting matters. Respondents should be aware of the attributions they use when responding to venting.

Venting may persist as a common practice because we “feel better” after the venting interaction not because we release anger.

In this chapter, we seek to resolve the long-running controversy as to whether moods foster or inhibit creativity. We base our arguments on a new theory, which we refer to as “creativity-as-mood-regulation,” where employees experiencing moods are envisaged to engage in creative behavior in the hope of regulating their moods. We further suggest that employees with different goal orientations will have different likelihoods of choosing creative activities to regulate their moods. Finally, we identify the specific goal-orientation conditions under which positive and negative moods may facilitate or depress creativity, and develop and discuss six related propositions.

New product development (NPD) is increasingly being delegated to consumers, yet little research has investigated consumer-centric factors that may influence this delegation. Thus, the purpose of this paper is to uniquely combine regulatory focus and analogical reasoning to investigate new product ideation and downstream consumer-brand responses.

A series of experiments were undertaken.

Study 1 revealed that promotion-focused consumers (as opposed to prevention-focused consumers) have significantly greater purchase intentions if given an analogical reasoning task before engaging in new product ideation due to their cognitive flexibility. Study 2 tested the effects of near vs far analogies and found that promotion-focused consumers use analogical thinking to a greater extent and have significantly higher purchase intentions if primed with far analogies because regulatory fit is enhanced. However, analogical thinking and purchase intentions significantly drop if primed with near analogies. In contrast, prevention-focused consumers use analogical thinking to a greater extent and have significantly higher purchase intentions if shown near analogies, compared to far analogies, because of improved regulatory fit. Both studies confirm a serial mediation chain involving task engagement, self-brand connection, and brand sincerity.

This research extends current understanding regarding the role of creative tasks within consumer NPD. It also uniquely links regulatory focus and consumer task engagement in NPD to increase favorable brand responses.

Findings offer managerial insights that can positively increase consumer-brand outcomes during NPD.

This is one of the first studies to demonstrate the importance of analogical thinking and consumer-centric factors (i.e., regulatory focus) during the NPD process. This avenue of research is important, as most studies have neglected ways in which to increase consumer NPD task engagement, leaving resources unutilized.