6-E: the Effects of Different Parenting Cues on Consumer’S Regulatory Focus: a Parental Investment Perspective

Chun-Ming Yang, Ming Chuan University, Taiwan
With two studies, this research examined the idea that cues emphasizing different aspects of parental investment could lead to different regulatory focus. Specifically, cues about prevention (promotion) parental investment (e.g., providing foods) can activate prevention (promotion) focus. We also observed a regulatory fit effect in a marketing communication context.
[ to cite ]:
Chun-Ming Yang (2017) ,"6-E: the Effects of Different Parenting Cues on Consumer’S Regulatory Focus: a Parental Investment Perspective", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1968-1068.