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Keywords: Feeling right
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (2): 228–243.
Published: 20 January 2026
... control, whereas prevention-focused individuals favour secondary control. Experiment 2 demonstrates that a sense of “feeling right” mediates the effect of regulatory focus on control strategy choice. Experiment 3 reveals that alignment between regulatory focus and control strategy increases preference...
