Approach and Avoidance Self-Regulation: Impact on Consumer Motivation, Preferences and Underlying Processes - Image 1

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VDM Verlag Approach and Avoidance Self-Regulation: Impact on Consumer Motivation, Preferences and Underlying Processes

Name: Approach and Avoidance Self-Regulation: Impact on Consumer Motivation, Preferences and Underlying Processes
Brand: VDM Verlag
Price: 65.0 GBP
Availability: InStock

Motivation

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The present research introduces reference points in self-regulation as a new way to understand consumer goal-directed behaviour. Much of the products and services available on the market are consumed to attain positive end states or to avoid negative ones. In the present research, a model for approach goal-directed behaviour is developed and compared to a model for avoidance ?anti-goal'-directed behaviour, whereby hoped-for possible selves are goals to be approached and feared-possible selves are ?anti-goals' to be avoided. The distinctive context of aging, in particular, women's purposive behaviour in relation to dealing with visible signs of skin aging has been chosen as the venue for model testing. Findings provide evidence that approach and avoidance regulation systems impact differently on consumption preferences and motivation, and identified the asymmetric underlying mechanisms accounting for them. Specifically, results suggest that having positive versus negative reference points in self-regulation moderates the impact of feedback information on subsequent motivation as well as the preferences for specific procedures to deal with skin aging in the future.

Product Specifications

Brand: VDM Verlag
Format: paperback
ASIN: 3639260945
Category: Books > Subjects > Business, Finance & Law > Management > Management Skills > Motivation
Domain: Amazon UK
Release Date: 08 June 2010
Listed Since: 12 June 2010

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VDM Verlag Approach and Avoidance Self-Regulation: Impact on Consumer Motivation, Preferences and Underlying Processes

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VDM Verlag Approach and Avoidance Self-Regulation: Impact on Consumer Motivation, Preferences and Underlying Processes

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