特质性与情境性调节定向匹配效应的一致性

研究试图探讨基于不同性质的调节定向(特质性调节定向和情境性调节定向)而达成的匹配所导致的效应是否一致。实验一、二均采用2(调节定向：促进、防御)×2(信息框架：积极、消极)被试间设计, 分别考察了两种匹配对信息说服效果(包括信息价值评价、情绪强度、行为意向3项指标)的影响。MANOVA检验表明, 实验一中信息价值评价、情绪强度2项指标上的交互作用显著, 实验二中信息价值评价、情绪强度和行为意向3项指标上的交互作用显著; 这表明, 基于两种不同性质的调节定向所达成的匹配在对信息价值评价和情绪强度的影响上具有一致的效应, 但在对行为意向的影响上具有不一致的效应。这一结果对于理解两种不同性质的调节定向之间的差异以及基于两者而达成的两种调节匹配之间的差异具有较为重要的意义。     

消费行为领域中的调节定向

调节定向理论(Higgins,1997)超越传统享乐主义动机,区分出“促进”和“预防”两种调节性动机系统,近年已成为消费行为领域的研究热点之一.调节定向影响着消费者购物决策整个过程,受被试因素(文化背景、自我建构)、刺激因素(信息框架、解释水平、非言语线索、商品属性)和情境因素(决策时间距离、任务操纵)的影响,通过直接作用、调节关联效应和调节匹配效应三种途径决定信息的说服效果,并且受到精细加工可能性的调节.管理者应特别注意具体营销情境中的调节定向,合理利用调节匹配效应.未来研究应关注调节投入理论、调节定向的前因变量以及同网络购物情境相结合,并探索如何削弱预防定向对营销的不利影响.     

调节模式与决策角色对延迟选择的影响及机制:过程追踪的视角

从过程追踪视角出发,运用信息板技术通过3个实验探讨调节模式对延迟选择的影响及信息加工方式(加工时间、加工深度、加工模式)与决策角色在其中的中介和调节作用。结果发现：(1)调节模式影响个体的延迟选择,评估比运动模式者更倾向于延迟选择;(2)加工时间在调节模式与延迟选择间起中介作用;(3)决策角色分别调节了调节模式与加工时间、延迟选择的关系,即为自我决策时,评估模式比运动模式者的加工时间更长、更倾向于延迟选择,而为他人决策时二者的偏好无显著差异;(4)决策角色调节了加工时间在调节模式与延迟选择中的中介作用,表现为有调节的中介,即为自我决策时,评估模式比运动模式者的加工时间更长致使其更倾向延迟选择,而为他人决策时加工时间的中介作用不显著。研究结果对进一步理解不同调节模式个体的延迟选择偏好及机制及如何根据不同调节模式消费者的差异制定有效的营销策略均有一定启示。     

调节匹配对期望与绩效关系的影响

以往研究发现了调节定向、调节期望与绩效的关系。本研究基于调节匹配理论,以149名大学生为被试、通过与个体长期调节定向相一致或不一致的任务框架(收获/无收获vs无损失/损失)操作调节匹配性,进一步研究了调节匹配对期望与绩效关系的影响。结果显示,调节匹配会进一步加强以往研究中发现的调节定向对期望和绩效关系的调节模式,不匹配会起到削弱作用。当促进定向占主导的个体完成强调有无收获的任务时,高期望对绩效的促进作用显著高于完成强调有无损失的任务;而当预防定向占主导的个体完成强调有无损失的任务时,低期望对绩效的促进作用显著高于完成强调有无收益的任务。     

不同风险态度大学生职业决策的线索偏好及信息搜索特点

探讨不同风险态度的大学生在职业决策中的线索偏好及信息搜索特点。以大学生为被试,以Weber的风险态度问卷为工具,筛选出风险寻求大学生26名,风险规避大学生23名,采用信息板技术进行模拟职业决策研究。结果发现：（1）风险寻求和风险规避大学生在职业决策中点击次数最多的职业属性均依次是工资、发展空间和兴趣;（2）在信息板的点击次数上,风险寻求被试比风险规避被试更多;在搜索模式上,风险寻求组被试和风险规避组的得分均为正值,但风险寻求组被试的得分显著高于风险规避组。因此,大学生职业决策中偏好的线索主要是工资、发展空间和兴趣;风险寻求者的信息搜索模式与风险规避者不同,风险寻求者更倾向于以选项为基础的搜索模式。     

大学生决策的内隐偏向研究

分别运用外显的描述性范式和内隐联结测验两种方法对决策的比率偏好及其特性进行了考察,结果表明:(1)外显决策受到效价类型的影响,负效价情景下的比率偏好现象明显降低;(2)被试存在内隐比率偏好效应,这种偏好影响着被试对决策的认知和解释,具有一定的稳定性;(3)运用内隐联结测验来测量内隐比率偏好是有效、敏感的。(4)外显比率偏好与内隐比率偏好涉及决策的不同结构。     

决策任务反应模式对偏好反转的影响

在经典彩票问题研究的基础上,探讨了匹配和选择两种反应模式及其先后顺序对被试偏好反转的影响,以及被试性别与其偏好反转的关系。研究结果发现:(1)反应模式的变化导致偏好反转的发生;(2)偏好反转存在反应顺序效应,先匹配后选择条件下的偏好反转率显著大于先选择后匹配条件下的偏好反转率;研究结果不支持后悔理论;(3)不同性别被试在选择和匹配任务中的偏好及其反转率没有显著性差异。     

风险偏好、信息完整性对职业决策信息加工的影响

本研究旨在探讨个体风险偏好如何影响信息加工过程;同时呈现信息的完整性是否影响个体信息加工过程。以31名正在求职的大学生为被试,探讨了他们在信息板上进行职业决策的信息加工过程。结果显示：(1) 低风险偏好者比高风险偏好者更关注与概率相关的线索;(2) 当信息不完整时,个体在决策中增加了对概率相关线索的关注;(3) 信息完整性对个体决策信息加工过程并未产生显著的影响。     

权力、任务框架对自我和为他人决策时风险偏好的影响

采用情境回忆任务启动被试的权力,并引入收益和损失两种任务框架,综合考察权力高低、任务框架对自我决策和为他人决策时风险偏好的影响。结果表明:(1)在为他人决策中,启动高权力被试有更强的风险偏好,而自我决策中,高、低权力启动组被试风险偏好上无显著差异;(2)在为他人决策中,被试在收益框架和损失框架下的风险偏好差异不显著,而在自我决策中,损失框架下的风险偏好显著高于收益框架;(3)低权力启动的被试,在损失框架下,为他人决策的风险偏好要小于自我决策,而在收益框架下差异不显著;高权力启动的被试无论在收益框架还是损失框架,自我-他人风险决策都不存在显著差异。     

线索靶子关联和搜索策略对注意捕获的作用——来自意义线索的证据

采用线索化范式,操作性地建立线索和靶子间的关联,通过比较不同搜索策略任务下不同线索靶子关联条件间的捕获量考察关联水平及搜索策略对注意捕获的作用,并分析抽象的意义概念对空间注意分配的调节作用。结果发现(1)意义线索的注意捕获符合关联性的注意定向假说,只有符合当前注意控制定势的线索才具有捕获注意的能力;(2)知觉关联在调节无意注意定向上具有主导性,调节能力强,能将其他因素效应掩盖;语义关联单独作用时对无意注意定向有调节作用,但调节程度小,效应易被掩盖;(3)搜索策略虽然能够大大提高反应速度,但只有基于特征独子的搜索模式对无意注意定向有调节作用,且调节能力有限。研究再次认证了空间无意注意转移中注意控制定势的作用,同时指出抽象的概念加工能够根据当前的环境有效指导后续的选择和行为。     

Regulatory fit from attribute‐based versus alternative‐based processing in decision making

This paper discusses the fit between attribute-based versus alternative-based processing and regulatory focus, and its impact on decision outcome valuation. Attribute-based processing was found to occur more frequently under prevention focus, whereas alternative-based processing occurred more frequently under promotion focus. The fit between prevention/promotion focus and attribute-based/alternative-based processing was found to enhance satisfaction with choices and the perceived monetary value of chosen options. Moreover, the effect of fit on outcome valuation was found to be mediated by ease of processing. Finally, the effects of fit on ease of processing and outcome valuation disappeared when consumers first practiced to process information based on either attributes or alternatives.     

The influence of lay theories of Feng Shui on consumers' peace of mind: The role of regulatory fit

With its history dating back five millennia, the art of creating harmonious surroundings – commonly referred to as Feng Shui – has become deeply rooted in Chinese culture. Yet despite its significant effect on people's daily lives, a dearth of research is available on how Feng Shui influences consumers' decisions. This study investigates the influence of Feng Shui on customers' attitude based on their regulatory focus, providing suggestions for business opportunities. Three studies examine whether Feng Shui's goals influence participants' decisions and feelings of appropriateness. Study 1 demonstrated that the fit between Feng Shui's suggestions and consumers' regulatory focus impacted decision making. Participants were more likely to adopt the Feng Shui practitioner's suggestions of a goal compatible with the consumers' regulatory focus. Study 2 provided evidence that a regulatory focus also impacts participants' peace of mind. Study 3 tested whether the value experienced from regulatory fit is reflected in the price. Specifically, promotion‐oriented individuals feel more accepting of promotion‐focused Feng Shui that is consistent with an approach goal while prevention‐oriented individuals are more persuaded by prevention‐focused Feng Shui that is consistent with an avoidance goal. When the Feng Shui appeal is compatible with the self‐regulatory focus, individuals demonstrate a greater feeling of appropriateness and produce a higher level of peace of mind.     

个体及同伴调节聚焦对目标追求的影响

探讨个体与同伴的调节聚焦对目标追求的影响及感知相似性在其中的作用。回归分析显示,个体促进聚焦×同伴促进聚焦交互项显著预测同伴作用评价、求助意愿及动机水平,简单斜率分析表明,同伴为高促进聚焦时个体促进聚焦的积极效应更明显。中介分析表明,感知相似性是个体促进聚焦×同伴促进聚焦交互项与同伴作用评价、求助意愿之间关系的中介变量。总的来说,同伴调节聚焦能调节个体调节聚焦与目标追求的关系,且这一作用部分受到感知相似性的中介。     

Regulatory fit effects on stimulus identification

This article examines the effects of a fit between a person's global regulatory focus and the local task reward structure on perceptual processing and judgment. On each trial, participants were presented with one of two briefly presented stimuli and were asked to identify it. Participants were placed in a promotion focus (a situationally induced sensitivity to gains) or a prevention focus (a situationally induced sensitivity to losses) and were asked to maximize gains or minimize losses. An asymmetric payoff ratio biased the overall reward toward one identification response over the other. Two experiments tested the role of regulatory fit when internal familiarity and perceptual sensitivity were low or high. When familiarity and sensitivity were low, participants in a regulatory fit (promotion focus with gains or a prevention focus with losses) showed greater perceptual sensitivity but no response bias differences, relative to participants in a regulatory mismatch. When familiarity and sensitivity were high, participants in a regulatory fit showed a response bias toward the high-payoff stimulus but no differences in perceptual sensitivity. Speculations are offered on the neurobiological basis of this effect, as well as implications of this work for clinical disorders such as depression.     

How regulatory focus–mode fit impacts variety-seeking

Variety-seeking research has examined antecedents in terms of contextual factors and individual differences. However, it does not consider the interaction of individual difference factors such as regulatory focus (promotion vs. prevention) and regulatory mode (locomotion vs. assessment) to predict variety-seeking. Drawing on regulatory fit theory, this study introduces a new kind of regulatory fit based on the interaction between regulatory focus and mode (i.e., regulatory focus–mode fit), thereby extending previous work examining fit based on either regulatory focus or regulatory mode in isolation. Results from five studies, including field data from 10,547 music app consumers (text analysis), two preregistered studies, and two online experiments, show that regulatory focus–mode fit (vs. non-fit) decreases variety-seeking. Engagement and attitude certainty serially mediate regulatory focus–mode fit effects. Findings provide implications for consumer segmentation and message framing.     

The moderating role of interviewer's regulatory focus in the effectiveness of impression management tactics: Regulatory fit as a source of subjective value

Based on the recently explored regulatory fit effect in social contexts, the present research is the first to investigate the interaction between interviewer's regulatory focus and interviewee's impression management (IM) tactics. We hypothesized that assertive and defensive IM tactics would fit with interviewer's promotion and prevention focus, respectively, and that interviewer's experience of this regulatory fit would lead to enhanced interview evaluation. We conducted four studies in which the participants were asked to rate an interviewee after reading a list of the interviewee's IM-related behaviours or watching a videotaped interview. Additionally, the participant's regulatory focus was operationalized as both an induced situational state and a measured chronic trait. The results supported our hypotheses by showing a significant interaction of the interviewer's regulatory focus and the IM tactics on interview evaluation: the promotion-assertive and the prevention-defensive ratings were more positive than the prevention-assertive and the promotion-defensive ratings. Moreover, mediation analysis revealed that the interaction exerts its effects on interview evaluation by providing interviewers with an intrapersonal regulatory fit experience.     

Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion

This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of 6 experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss-framed appeals are more persuasive when the message is prevention focused. These regulatory focus effects suggesting heightened vigilance against negative outcomes and heightened eagerness toward positive outcomes are replicated when perceived risk is manipulated. Enhanced processing fluency leading to more favorable evaluations in conditions of compatibility appears to underlie these effects. The findings underscore the regulatory fit principle that accounts for the persuasiveness of message framing effects and highlight how processing fluency may contribute to the "feeling right" experience when the strategy of goal pursuit matches one's goal.     

On the development of regulatory focus: the role of parenting styles

The present study was designed to contribute to our understanding of the development of chronic self‐regulatory orientations reflecting self‐regulation with a promotion and prevention focus, respectively. Little research addressed this issue empirically, although regulatory focus theory (RFT) explicitly entails assumptions concerning the role of parenting styles in the development of habitual self‐regulatory orientations. According to RFT, parenting styles involving a critical and punitive mode that is focused on attaining safety and meeting obligations increases the likelihood that the child will acquire a predominantly prevention‐focused style of self‐regulation. In contrast, parenting styles involving a bolstering mode that is focused on accomplishing ideal goals and fulfilling aspirations increases the likelihood that the child will acquire a predominantly promotion‐focused style of self‐regulation. To test these assumptions, the present study assessed via self‐reports the degree to which participants experienced different parenting styles as well as their chronic self‐regulatory focus. The results reveal positive associations between the critical and punitive parenting style and prevention‐focused self‐regulation and between the bolstering parenting style and promotion‐focused self‐regulation thus corroborating the propositions of RFT. Copyright © 2007 John Wiley & Sons, Ltd.