Regulatory Focus and Efficacy of Health Messages

Punam A. Keller

Journal of Consumer Research, 2006, vol. 33, issue 1, 109-114

Abstract: Two studies support the premise that a person's regulatory focus determines the salience of self-efficacy (perceived ease) or response efficacy (perceived effectiveness) of health behaviors. The findings indicate greater regulatory-efficacy fit (experiment 1) and higher intentions to perform the advocated behaviors (experiment 2) when self-efficacy features are paired with promotion focus and when response efficacy features are paired with prevention focus. The data support the premise that self-efficacy is weighed more than response efficacy when the regulatory focus is promotion, whereas the reverse is true in prevention regulatory focus. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:33:y:2006:i:1:p:109-114

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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