Regulatory Focus Intensity and Evaluations of Retail Experiences

Mark J. Arnold · Kristy E. Reynolds · Michael A. Jones · Meltem Tugut · Colin Bauer Gabler

23 citations0/0 files storedPsychology and Marketing

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

ABSTRACT Previous research indicates that consumers differ in their evaluation of and response to similar retail experiences. Reporting results from three studies, the current research proposes consumers’ regulatory focus intensity as one possible source of this variation. Study 1 examines how consumers’ regulatory focus intensity influences their in‐store behavioral intentions following good and bad shopping experiences. Study 2 illustrates how consumers’ regulatory focus intensity impacts their future loyalty intentions after satisfactory retail experiences. In Study 3, the researchers explore how retailers can employ regulatory framing in their communication messages to increase the future loyalty intentions of those chronically less loyal consumers. Lastly, theoretical and managerial implications as well as limitations of this research are discussed.

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References

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2020Customers need to relate: The conditional warm glow effect of CSR on negative customer experiences 2020Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy 2024A regulatory focus theory approach to understanding cross-channel free-riding behaviour

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