In recent years, increasing attention is evident with regard to the depletion of natural resources, the development of “green” products and services and the sustainability practices of organisations. Building on Regulatory Focus theory (Higgins, Organ Behav Hum Decis Processes...

Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert...

Two types of motivations exist in terms of regulatory focus: a promotion orientation concerned with advancement and achievement and a prevention orientation concerned with safety and security. The central premise of this research is that promotion-focused and prevention-focused players differ in...

While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since...

Many US adults do not get enough daily physical activity. To change behavior, governments and other agencies design marketing messages encouraging more physical activity. A lab experiment draws on Regulatory Focus Theory to examine health communication's persuasive effects on physical activity....