Research on culture and regulatory focus shows that consumers with an independent self-view (as is prominent in
Western cultures) often adopt a promotion focus.

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Research has shown that consumers with an independent self-view, as is prominent in Western cultures, often adopt a promotion focus, which is characterized by a desire to achieve goals and aspirations. On the other hand, consumers with an interdependent self-view, which is more common in Eastern cultures, often adopt a prevention focus, which is characterized by a desire to avoid negative outcomes and obligations.

Research on Culture and Regulatory Focus Shows That Consumers with an Independent