The Effects of Self-Regulatory Focus on Consumers' Attitude in Advertising and WOM Situations

While previous research was mainly conducted from the advertising aspect, this study expanded the consumer's self-regulatory focus to WOM(word of mouth) situations. In advertising, interaction between self-regulatory focus and image/attribute advertisement message influenced consumer attitude. However, interaction between self-regulatory focus motivation and time pressure displayed different results from the established hypotheses. In WOM situations, consumers' self-regulatory focus significantly interacted with WOM information cue and purchasing time distance respectively, and thus it is elucidated that consumers' self-regulatory focus leads to forming varying product attitudes in advertising and WOM situations.