Boesen-Mariani, Sabine; Gomez, Pierrick; Gavard-Perret, … - Université Paris-Dauphine (Paris IX) - 2010
This article aims at synthesizing the body of research that deals with regulatory focus, a concept that has captured the attention of a growing number of marketing researchers in the last few years, particularly because of the new perspective it brings to motivation. After introducing Higgins's...