Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

Regulatory fit, or the match between an individual's regulatory orientation and the strategy
used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a …

Despite society's increasing sensitivity toward green production, companies often struggle to
find effective communication strategies that induce consumers to buy green products or …

Prior consumer research has demonstrated the ability of promotion and prevention
regulatory orientations to moderate a variety of consumer and marketing phenomena but …

This article explores how consumers' self-regulation affects the likelihood of purchase of
new and really new products. A mall-intercept field study shows that consumers with a …

After several decades of research on message framing, there is still no clear and consistent
answer to the question of when emphasizing positive or negative outcomes in a persuasive …

Different from past research on country-of-origin effects that has focused on cognitive factors,
this article examines the impact of incidental emotions and cognitive appraisals associated …

The depletion effect occurs when individuals who exert self-control in a previous task (ie,
depleted individuals) exhibit less self-control on a subsequent task relative to individuals …

This chapter explores the motivational dynamics of the promotion and prevention systems
outlined in regulatory focus theory (Higgins, 1997). It includes a review of the core tenets of …

This study examines how we can better encourage students to learn from a Massive Open
Online Course (MOOC), which is one of the most significant supplementary ways of learning …