Regulatory focus theory has been used to describe and explain a wide range of consumer responses. This goal orientation has been examined both as a chronic difference and a situational variable. Yet, it is unclear how a situational manipulation interacts with the individual's chronic goal...

Prior consumer research has demonstrated the ability of promotion and prevention regulatory orientations to moderate a variety of consumer and marketing phenomena, but has used several different scales to measure chronic regulatory focus. This paper assesses five different chronic regulatory...