In the context of regulatory focus theory, which of the following orients consumers toward the pursuit of their aspirations or ideals?
A) A utilitarian focus
B) A promotion focus
C) An equity appraisal
D) An outcomes appraisal

Question

Quizplus · Accepted Answer

A promotion focus is the one that orients consumers toward the pursuit of their aspirations or ideals. It emphasizes the potential gains that can be achieved through a purchase or behavior, and involves a focus on growth, advancement, and achievement. Utilitarian focus, equity appraisal, and outcomes appraisal are other concepts in regulatory focus theory but they do not relate to the pursuit of aspirations or ideals.

In the Context of Regulatory Focus Theory, Which of the Following