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...

Consumers increasingly inform one another about marketplace offerings in online forums. These forums vary in terms of the information provided about reviewers (e.g., consumers may have no information about a reviewer or may see a full reviewer profile containing multiple pieces of demographic...

Research documents that consumers with a stronger belief in global citizenship through global brands (GCGB) view branded products as more important and prefer global over local brands. We test the mediating effects of consumer use of quality and self-identity brand signals on the relationships...