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...

This research describes the development of the Health Regulatory Focus Scale (HRFS), which was designed to capture individual tendency to use avoidance or approach strategies during health goal pursuit. Scale development procedures confirmed the structure of the scale and validated its...

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 –...