The Role of Regulatory Focus in Preference Construction

  • Wang J
  • Lee A
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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact The authors examine how consumers' regulatory focus affects their information search behavior and decision-making process. The results show that uninvolved research participants rely on their regulatory focus as a filter to process information selectively. Participants paid more atten-tion to and based their product evaluation on product information that is relevant to their regulatory concerns, but only when they were not moti-vated to process information. This regulatory fit effect on evaluation seems to be driven by the perceptual salience of fit versus nonfit infor-mation and is more consistent with heuristic than with systematic

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  • Jing Wang

  • Angela Y Lee

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