TY  - JOUR
TI  - Considerations and Confusions about theRegulatory Focus Theory and a Future Agendafor Researchers in Marketing
AB  - The regulatory focus theory is the mark of a paradigm shift away from a unidimensional hedonism towards a multiplicity of regulatory foci. It possesses great explanatory power; however a lot remains unresolved despite a promising body of empirical work. This paper highlights various considerations concerning the conceptual and comparative qualities of the regulatory focus theory. The discussion moves into the intersection of regulatory focus and consumer behavior literature, briefly summarizing the findings and followed by a number of propositions to be tested for future research.
AU  - Merdin-Uygur, Ezgi
PY  - 2017
JO  - Bogazici Journal: Review of Social, Economic and Administrative Studies
VL  - 31
IS  - 1
SN  - 1300-9583
SP  - 83
EP  - 99
DB  - TRDizin
UR  - http://search/yayin/detay/249366
ER  -