@article{ART002463678,
author={박상우 and 허다경 and 신동우},
title={Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?},
journal={아시아마케팅저널},
year={2019},
volume={21},
number={1},
pages={89-112}
}

TY - JOUR
AU - 박상우
AU - 허다경
AU - 신동우
TI - Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?
T2 - 아시아마케팅저널
JO - 아시아마케팅저널
PY - 2019
VL - 21
IS - 1
PB - 한국마케팅학회
SP - 89
EP - 112
AB - To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). While a consumer with a high level of group identification changes her locus of self- regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.
KW - Social Identity, Regulatory Focus, Message Evaluation, Self-Regulation
DO -
UR -
ER -

박상우, 허다경 and 신동우. 2019, "Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?", 아시아마케팅저널, vol.21, no.1 pp.89-112.

박상우, 허다경, 신동우 "Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?" 아시아마케팅저널 21.1 pp.89-112 (2019) : 89.

박상우, 허다경, 신동우. Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?. 2019; 21(1), 89-112.

박상우, 허다경 and 신동우. "Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?" 아시아마케팅저널 21, no.1 (2019) : 89-112.

박상우; 허다경; 신동우. Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?. 아시아마케팅저널, 21(1), 89-112.

박상우; 허다경; 신동우. Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?. 아시아마케팅저널. 2019; 21(1) 89-112.

박상우, 허다경, 신동우. Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?. 2019; 21(1), 89-112.

박상우, 허다경 and 신동우. "Social Identity and Regulatory Focus: Can Collective Orientation Influences Consumers’ Message Evaluation?" 아시아마케팅저널 21, no.1 (2019) : 89-112.