Browsing by Publisher "Boğaziçi Üniversitesi, İktisadi ve İdari Bilimler Fakültesi"
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Considerations and Confusions about theRegulatory Focus Theory and a Future Agendafor Researchers in Marketing Authors:
Publisher and Date:(Boğaziçi Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, 2017)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 ...