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Motivation and Emotion
According to regulatory focus theory, promotion focus and prevention focus differ in their strategic inclinations for getting the required end-states. Promotion focus involves sensitivity to positive outcomes with an inclination to approach that matches to desired end-states, which is the natural strategy for promotion self-regulation. In contrast, prevention focus involves sensitivity to negative results with an inclination to
strategy. People enjoy trusting that their behavior is rational, thus, once they use different products; opportunities are that they will go on unless someone can get them to move a new one. Some evidence shows that brand preferences may be increased by mere exposure. That is, simply according a brand to an individual on a large number of instances might make the attitude of the individual toward the brand more positive (Levine and Choi, 2000).References
David M. Hardesty, Blair Kidwell, Terry L. Childers. (2008). Emotional Intelligence of the consumer: Conceptualization, Measurement, and the consumer decision making Prediction. Journal of Consumer Research. 2 (4).
Higgins, E. T., Friedman, R. S. (1998). Performance means and incentives: How regulatory focus influences attainment of the goal. Journal of Social Psychology and personality, 74, 285-293.
Levine, J. M., Choi H.S. (2000). Development of strategic norms. Organizational Behavior and process of Human Decision, 82, 88-101.
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