Unintended effects of marketing trends on regulatory focus and associated consequences / From status concerns to number concerns: Consequences for consumer decisions and consumption enjoyment

01 October 2008 → 30 September 2018
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Applied psychology
    • Social psychology
    • Marketing
regulatory focus freedom of choice consumer behavior luxury
Project description

In the current project, it will be investigated whether exposure to an abundant number of choices in a host of life areas and exposure to images of luxury lead to a promotion focus. In addition, various (potentially) harmful effects of an (induced) promotion focus for self and society will be investigated.
- Current project investigates whether status aspirations elicit a quantitative mindset that is characterized by a preference for numerical information. In addition, it investigates potential consequences of such preference for numerical information for consumer decisions making, choice and consumption enjoyment, especially of experimental consumption.