Consumer Response to Firm Crisis Information: The Moderating Role of Regulatory Focus on Selective Exposure

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Recent studies have shown that consumers contend more with information about firm crisis. However, little is known about the effects of different response strategies on firm crisis resulting from critical motivation factors. Based on theories of regulatory focus and selective exposure, we analyze the differential evaluations on firm crisis by consumers who are either prevention or promotion orientated in self-regulation, and the psychological processes as firm crisis-relevant information increases. Evidence is found that consumers’ regulatory focus moderates the effect of information quantity on selective exposure, and induces different response strategies to firm crisis information.
Publisher
Associations for Consumer Research
Issue Date
2009
Language
ENG
Citation

2009 ACR(Associations for Consumer Research) Conference

URI
http://hdl.handle.net/10203/162468
Appears in Collection
MT-Conference Papers(학술회의논문)
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