조절초점 이론의 고찰 및 새로운 연구 방향

Recent Regulatory Focus Research in Consumer Behavior: A Review and New Directions

This paper includes the results of a wide range of researches and studies in order to extend the knowledge and idea about regulatory focus. The other purpose of this paper is to suggest an easier way to understand regulatory focus by modeling key parts of the regulatory focus theory. Regulatory focus theory distinguishes between self-regulatory processes that focus on promotion and prevention focuses for goal pursuit. A promotion focus is concerned with advancement, growth, and accomplishment, whereas a prevention focus is concerned with security, safety, and responsibility. Regulatory focus is an academic theory that demonstrates the way how consumers make decision and their purchase process. Its academic significance is highlighted with the fact that regulatory focus is used in various researches and studies as a moderating variable that carries a sizeable impact on their results. Furthermore regulatory focus theory, which first applied to conduct motivational research, has become a critical tool for researchers in the fields of marketing, psychology and other academic segments. The conclusion of the paper will suggest a pragmatic application of the theory based on the aforementioned findings