This research presents a new scale, the health regulatory focus scale, which measures an individual's tendency to use promotion or prevention strategies in the pursuit of health goals. We conducted five studies in France to develop the scale which is made up of two subscales for prevention and...

Purpose – The purpose of this paper is to test whether the simple exposure to different types of products can trigger different motivational orientation on consumers (prevention vs promotion), which in turn would match message frame and increase persuasion. Design/methodology/approach –...

The ways in which consumers make judgments about the nutritional quality of food products are a major concern for public policymakers. Given the focus on nutrition information in public health policies, the information processing paradigm has been widely used in past research. However, there is...