Regulatory focus and preference reversal between hedonic and utilitarian consumption

Regulatory focus and reliance on implici

Regulatory focus and reliance on implicit preferences in consumption contexts

✍ Arnd Florack; Malte Friese; Martin Scarabis 📂 Article 📅 2010 🏛 Elsevier Science 🌐 English ⚖ 312 KB

## Abstract The present research tested the assumption that implicit preferences fit the eagerness of a promotion focus, but not the need for safe judgments and decisions of a prevention focus. In three studies, we assessed individual differences in implicit preferences for consumer goods and inves