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...

Do consumers eat more when they exercise more? If so, the implications could ripple through the multi-billion dollar fitness and food industries and have implications for both consumers and health care providers. Three studies – two field experiments and one observational field study –...