(Boğaziçi Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, 2017) Merdin-Uygur, Ezgi
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 the findings
and followed by a number of propositions to be tested for future research.