Regulatory Focus: A Promising Concept for Marketing Research

This article aims at synthesizing the body of research that deals with regulatory focus, a concept that has captured the attention of a growing number of marketing researchers in the last few years, particularly because of the new perspective it brings to motivation. After introducing Higgins's theory, we present the numerous effects and consequences of regulatory focus on consumer behavior. Finally, we highlight the current limits of regulatory focus theory and suggest future directions for research in marketing.