The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments

Four studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy of a decision outcome than when they used strategies that facilitated progress toward a decision, whereas the opposite outcome occurred for those with a promotion focus. These findings emerged whether the decision strategies were prompted by instructions about how to make a decision or by the message presentation format, and they were mediated by a subjective experience of confidence. These observations suggest that judgments are influenced by the decision makers' feelings about how information is processed that are independent of the message content. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..