...-nature imagery) on consumers’ regulatory focus and whether they experienced regulatory fit when encountering promotion-framed (vs prevention-framed) advertising messages. Findings The results revealed that consumers exhibited lower prevention-focused and higher promotion-focused motivational...

... Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Engagement Regulatory fit Locomotion Choice between options Single options Emerging direct-to-consumer brands, like Dollar Shave Club (personal grooming products), Sauce Boss LLC (sauces) and Muscle Box...

... purchase intentions if primed with far analogies because regulatory fit is enhanced. However, analogical thinking and purchase intentions significantly drop if primed with near analogies. In contrast, prevention-focused consumers use analogical thinking to a greater extent and have significantly higher...