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The purpose of this paper is to examine whether and how the usage of regulatory fit in cost reduction announcements affects employees’ willingness to engage in the cost reduction program (CRP).

Based on the regulatory fit theory, a scenario-based experiment was conducted (n = 517) to investigate the effect of promotion- or prevention-oriented framing of the CRP on the acceptance and the motivation to actively contribute to the CRP using multiple ANOVAs.

The study results point out that the framing of the cost announcement messages should use feelings or emotions and ensure gains for promotion-focused employees to decrease the negative effects of regulatory nonfit. However, in the case of prevention-focused employees, facts and reasons should be used in combination with an assertion of nonlosses in the announcement message to prevent regulatory nonfit.

This research deepens the understanding on the decision-influencing role of managerial cost announcements on employee motivation and the impact of different regulatory orientations. By this, the authors enhance the current understanding of how employees can effectively be integrated into CRPs and expand previous research on how regulatory fit theory can be used by organizations dealing with negative events.

The study findings offer several opportunities and implications for managers engaged in corporate communication. More specifically, the study findings provide helpful guidelines for organizations to align their cost reduction announcement with the regulatory focus of their employees to reach regulatory fit and thus enhance employee willingness to participate in the CRP.

Despite the increasing attention of regulatory focus and regulatory fit theory and to the best of the authors’ knowledge, this is the first attempt to search for combined effects of emotions and facts versus potential gains and ensuring nonlosses, which both were shown to influence outcomes predicted by regulatory fit.

The purpose of this paper is to develop and test a research model on Taiwan's National Police Administration setting, extending the theory of planned behavior, reasoned action, and expectancy‐valence, and developing the more neglected aspects of the goal‐setting theory.

Participants were Taiwan's National Police Administration employing 500 full‐time employees. Structural Equation Modeling was used to explore the relationship among regulatory focus, uncertainty towards organizational change, and organizational commitment.

The results were that promotion focus or prevention focus had a significantly positive influence on uncertainty towards organizational change, and only promotion focus had a significantly positive influence on organizational commitment. In addition, uncertainty towards organizational change had a significantly negative influence on organizational commitment. The results supported the significant role of uncertainty towards organizational change as a mediator in the relationship between promotion focus (or prevention focus) and organizational commitment.

The results of the research help fill important research gaps (lack of empirical research and generalization) in the regulatory focus theory literature, clarifying the special role of regulatory focus in a traditional police organization's change processing, and its implications for police officers utilizing a non‐US setting to allow a cross‐cultural examination of regulatory focus theory.

The purpose of this paper is to examine the role of regulatory focus in sustainable entrepreneurship processes to answer questions on how sustainable entrepreneurs pursue their goals and what motivates them. Knowledge about an entrepreneur’s motivational attribute is essential when trying to understand new venture creation processes. To determine an entrepreneur’s affiliation with one of the two self-regulatory systems, promotion focus and prevention focus, it is helpful to establish whether he or she is motivated by growth and development goals (promotion) or rather by responsibility and security goals (prevention).

In a qualitative study of seven sustainable ventures, two semi-structured interview rounds with 14 founders were conducted. Archival data from internal and external sources were gathered, resulting in more than 80 text documents.

Findings reveal that the self-regulatory focus of sustainable entrepreneurs changes during the entrepreneurial process with regard to the temporal dynamics of motivation. While conceiving ideas, sustainable entrepreneurs engage in a prevention-focused self-regulatory process because social or ecological problems induce them to direct their attention toward sustainable development goals. During rollout, in contrast, they increasingly engage in a promotion-focused self-regulatory process and concentrate more on venture growth goals.

The results highlight the important role of a regulatory fit between key self-regulatory entrepreneurial behaviors and entrepreneurs’ regulatory orientation toward increased motivation and enjoyment when pursuing goals.

This study’s contributions extend and combine the theories of regulatory focus, entrepreneurial motivation, and entrepreneurial processes in the field of sustainable entrepreneurship. They are valuable for understanding the determinants of sustainable entrepreneurial action.

The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined.

Advertisements were created using Google AdWords. Data were collected for the number of views and clicks each ad received. Effect of regulatory fit was measured using logistic regression.

Logistic regression analyses demonstrated that there was a strong main effect for keyword, such that users were almost six times as likely to click on a promotion advertisement as a prevention advertisement, as well as a main effect for compatibility, such that users were twice as likely to click on an advertisement with content that was consistent with their keyword. Finally, there was a strong interaction of these two variables, such that the effect of consistent advertisements was stronger for promotion searches than for prevention searches.

The effect of ad compatibility had medium to large effect sizes, suggesting that individuals’ state may have more influence on advertising response than do individuals’ traits (e.g. personality traits). Measurement of regulatory fit was limited by the constraints of Google AdWords.

The results of this study provide a possible framework for ad creation for Internet advertisers.

This paper is the first study to demonstrate the utility of regulatory focus theory in online advertising.

This study identifies and examines psychological and environmental factors that influence the long-term orientation of top management teams (TMTs).

Data on S&P 500 companies from 2011 to 2020 are collected from the Compustat database. Additional variables were measured through content analysis of earnings conference calls. This study used two-stage least squares regression with fixed effects to analyze the data and test the hypotheses. Appropriate diagnostic tests were conducted to ensure validity and eliminate endogeneity.

The results indicate that a chief executive officer’s (CEO) promotion focus positively and significantly influences the TMT's long-term orientation. However, the influence of prevention focus is statistically insignificant. Furthermore, the results indicate that environmental hostility moderates both relationships.

The TMT's long-term orientation can be improved through the insights provided by this study.

To the authors’ knowledge, this is the first study to examine the collective effects of psychological and task environmental factors on the long-term orientation of the TMT. Additionally, this study sheds light on the internal dynamics of the top-management team.

Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.

A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.

Authors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.

The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.

The purpose of this paper is to advance our understanding of the roles that service employees’ responses to high job demands play in service innovation, by examining the effects that service employees’ motivational orientation in self-regulation (regulatory focus) and their emotional labour strategy have on their creativity.

By integrating regulatory focus theory and emotion regulation theory, the authors developed a theoretical model to propose the links between promotion and prevention regulatory foci, different emotional labour strategies and frontline employee creativity. The research hypotheses were tested using hierarchical linear model based on data collected from 304 frontline employees and 72 supervisors in 51 restaurants.

The results showed that promotion focus was positively related to frontline employee creativity while prevention focus was negatively related to it. In addition, both emotional labour strategies (deep acting and surface acting) mediated the effect of promotion focus on frontline employee creativity. Surface acting mediated the effect of prevention focus on frontline employee creativity.

This is the first research conducted to explain, from a self-regulatory perspective, the influence that is exerted on service employees’ service innovation by their responses to high job demands. The findings identify the effects that service employees’ promotion focus or prevention focus in self-regulation have on their creativity, and the data unravel the role of emotional labour strategy as the mediating mechanism that explains the influence of regulatory focus on service employee creativity. On the basis of the findings, managerial directions are offered with regard to managing service employees’ regulatory focus and emotional labour, with a view to enhancing the creativity and innovation within a service organisation.

Regulatory focus theory proposes that people make decisions and engage in the pursuit of goals based on either promotional goals indicating sensitivity to gains/nongains or preventional goals reflecting sensitivity to losses/nonlosses (Aaker and Lee, 2001). The purpose of this study is to examine the roles of regulatory foci and their impact on the perceived value and usage of location-based services (LBS) in travel experiences.

Travel planning strategies are framed along promotional or preventional lines to evaluate regulatory focus orientation and respondents’ perceptions of value in location-based marketing (LBM) services are examined. Regression analysis evaluates the primary relationships, followed by analysis evaluating the mediating effects of “travel interest messages” (discount coupons, etc.) in the regulatory-focus-perceived value in LBM relationship.

The findings indicate that the effects of promotional focus are significantly greater than those of preventional regulatory focus. Additionally, the importance of travel interest messages (discount coupons, maps, etc.) was more significant with a promotional regulatory focus than preventional regulatory focus orientation.

The findings provide proof of regulatory focus as a differentiator in travel consumption behavior and demonstrate how it can be used to effectively target marketing messages to augment the travel experience. Destination marketing organizations can apply regulatory focus theory in organizational settings in the areas of leadership, decision-making and front-line employee creativity that can enhance the delivery of memorable travel experiences.

To the best of the authors’ knowledge, this study is one of the first to examine the relationship between gains-focused/risk-averse travel planning and their impact on perceptions of value in LBS programs in travel experiences.

对比以收益为中心与风险规避为中心的不同取向, 及其在旅游中对定位营销服务的影响

调节焦点理论提出, 消费者决策以及目标达成行为可以基于对收益/非收益敏感的促进目标或反映对损失/非损失敏感度的保守目标（Aaker and Lee, 2001）。本研究的目的是研究调节焦点及其对定位营销在旅行体验中的感知价值和使用的影响。

旅行计划策略是按照促进或保守路线制定来评估调节的取向, 并检查受访者对定位营销(LBM) 服务价值的看法。本研究运用回归分析评估主要关系, 然后分析评估“旅行兴趣信息”（折扣券等）在LBM关系中的调节焦点感知价值中的中介作用。

调查结果表明, 促进型路线的效果明显大于保守型的效果。此外, 旅游兴趣信息的重要性（折扣券、地图等）在促进调节焦点（相比于保守型）中显得尤其重要。

研究结果证明了调节焦点是旅游消费行为的差异化因素, 并展示了如何将其用于有效地定位营销信息以增强旅游体验。目的地营销组织可以在领导力、决策制定和一线员工创造力等领域的组织环境中应用调节焦点理论, 从而提供难忘的旅行体验。

本论文是首次研究以收益为中心/风险规避为中心的旅行计划, 以及其在旅行经历中对定位营销服务计划中价值感知的影响之间的关系的研究之一。

In the prior literature, the motivation to adopt wearable fitness technology (WFT) has been linked with either intrinsic or extrinsic. However, how the subcategories of extrinsic motivations (identified, introjected and external) affect the consumers’ WFT adoption decision remains sparse. Furthermore, do regulatory focus (prevention vs promotion) and gender differences the effects of different motivations on WFT adoption is almost unknown in the health-care marketing literature. This study aims to fill the above-mentioned gap and to unfold the WFT adoption beyond the traditional motivation by incorporating the organismic integration theory (part of self-determined theory) and regulatory focus theory.

This study used a questionnaire-based survey. Using the “AMOS” survey, questionnaire responses of 641 respondents were analyzed and validated by using structural equation modeling. All the variables were adopted from the literature.

The results show that intrinsic, identified and external motivations have the greatest impact on consumers’ decisions, while introjected motivation was not significant directly. The moderation effects of regulatory focus are significant in such a way that prevention focus influences the introjected motivation and promotion focus affects the external motivation and WFT adoption decision. Furthermore, the findings on gender moderation suggest that women are more intrinsically motivated, and men are more externally motivated for WFT adoption.

The new insights and contributions of this study provide a better understanding of WFT adoption and help sellers develop more effective marketing strategies.

This study incorporates subcategories of extrinsic motivations to provide a deeper understanding of consumers’ behavior. Furthermore, this study applies a unique framework of organismic integration theory to consumers’ WFT adoption. It is also among very few research that investigate regulatory focus and gender impact on consumers’ WFT adoption.

The purpose of this article is to understand the relationship between emotional salience and workplace events related to technology change by using a combination of key features of two popular psychological theories – regulatory focus theory and affective events theory – to view the change process in diverse settings.

This paper is based on analysis of 18 months of qualitative interview data (n=52 respondents) collected before, during and after the introduction of three different new technologies in three organizations – a hospital, a manufacturing facility, and a psychological counseling center. The mixed methods approach combined descriptive case studies and a structured coding approach derived from a synthesis of the two theories with which the transition processes at each organization were examined.

Employees with a so‐called promotion‐focused orientation were more likely to accept an IT change and the events related to it. Organizational cultures and the staging of events play a role in individuals' affective reactions and behavior. The use of the framework is promising for illuminating the role of emotions, the timing of change events, and subsequent behavior in response to organizational change.

The variety of types of organizations and job types represented, as well as the types of IT change proposed in each, provides a rich sample of diverse motivations and scenarios. Further development of the relationships between the timing of organizational events and regulatory focus is needed.

The proposed framework suggests a shift in emphasis away from beliefs and towards emotionally relevant events. The findings suggest consideration of two distinct motivational aspects of both new and old technology. A peak in emotional events related to training indicates that an organization must actively manage how the plans, strategies, and communications with regard to training affect workers' beliefs and expectations.

The paper highlights how an emphasis on emotionally relevant events and attention to the regulatory focus involved in interpretation of those events could provide the basis for new approaches to organizational interventions. Interventions should focus on facilitating situations where individuals can frame relevant transition events with a promotion focus.