This article introduces the emergency purchasing situation (EPS) as a distinct buying context. EPSs stem from an unexpected event (unanticipated need or timing of a need), as well as high product importance, which are associated with a short time frame for consumer decision-making. Our...

The authors argue that behavior in economic contexts will be better understood when it is taken into account that contexts can evoke self-regulatory strategies reflecting a promotion or prevention focus and that such contexts meet individuals with preferences for a specific kind of...

In bargaining, buyers aim to spend as little money as they can on the items they seek to purchase. Compared to promotion-oriented people, prevention-oriented people seek to avoid losses rather than to secure gains. Employing different negotiation scenarios, three lab experiments tested the...

Investigations into the option framing effect involve the use of a subtractive versus an additive option-framing method to gauge their impact on consumer behaviors. This research examines how option framing could affect choice decisions as a function of a consumer’s goal orientation. Study 1...

While promotion-focused individuals conceptualize goals as ideals and opportunities, prevention-focused individuals conceptualize goals as obligations and necessities. Due to these different goal conceptualizations, prevention-focused parties are expected to set the framework for agreements in...

Research on person-job fit has so far not taken into account individuals’ self-regulation strategies. The current research aimed to make up for this research deficit by studying the impact of regulatory focus on the endorsement of job-related values and job attraction. It was predicted that...