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Considerations and Confusions about theRegulatory Focus Theory and a Future Agendafor Researchers in Marketing
(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 ...