Project: Unintended effects of marketing on regulatory focus and associated consequences.
- project duration
- 01-JAN-09 – 31-DEC-12
- Drawing on regulatory focus theory (Higgins, 1998), current project investigates how certain marketing practices may lead to changes in chronic regulatory focus. In addition, it is investigated how such changes in chronic focus may affect well-being both at a personal level as at a societal level.