Some Implications Of The Regulatory Focus Theory

On Marketing And Design

Ezgi MerdinPhD candidate in Marketing

Boğaziçi University, Istanbul, TR

Main Objectives To introduce the Regulatory Focus Theory for use in the

domain of Marketing and Design

To touch upon three main areas that this theoretical framework has impact on:

To support with real brands’ design examples

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Product Categorizati

onSegmentation by Design

Design Attributes

Reg. Focus of

Consumer

Consumer Psychology and Design

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The Regulatory Focus Theory Originated by Tory E. Higgins from Columbia University A fundamental motivational theory Wide research and theory development potential Promotion v. Prevention types The basic premise of the regulatory focus is that: individuals with a promotion focus are strategically inclined to

approach matches to desired end-states whereas individuals with a prevention focus are strategically inclined to avoid mismatches to desired end-states.

Both are strategies towards desired end-states but with different orientations.

Two orientations also differ in terms of outcomes like performance, persistence, information recall or information processing, creativity, expectations and types of emotions felt etc.

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The Regulatory Focus TheoryStatic v. Temporary?

There is almost a consensus among regulatory focus researchers that it can be both an individual trait and also a momentary inclination due to manipulations or context.

For chronic;It may be correlated with the societies or countries we live in

and have correlations with global adaptations of design and marketing activities.

For momentary;Retail atmosphere, company website, online design,

packaging, labeling, ad design, brand identity etc. are external momentary stimuli to invoke either type of orientation.5

The Regulatory Focus Theory

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PROMOTION FOCUS PREVENTION FOCUS SOURCEgain v. non-gain situations non-loss v. loss situations Higgins, 1997insure hits insure correct rejections

cheerfulness emotions quiescence emotions

ideal self ought self Higgins, 2002earning extra avoiding loss

eager means vigilant means

advancement, aspirations, accomplishments

protection, safety and responsibilities

risky bias conservative bias Crowe & Higgins, 1997

abstract mental representations concrete mental representations Keller et al., 2004

change stability Liberman et al., 1999

creativity self-control Freitas et al., 200

fun and enjoyment safety and security Aaker & Lee, 2001

Implications on Marketing & Design

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Certain product types may associate with certain type of foci chronically. It is possible to classify products in terms of the promotion or prevention focus they embody.

insurance v. risky investments

For example ‘insurance’ as a product has the effect of prevention focus condition whereas especially risky investments may evoke the promotion focus due to risky bias v. conservative bias.

Segment by Design

Design Attributes

Product Categorizati

on

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big toys v. little toolsFlorack et al. (2005) hypothesized that ‘big toys’, products involving greater purchase risk like sports cars are promotion connected whereas ‘little tools’, functional products like detergents are prevention connected. This is based both on emotions, cognition and motivation behind.

condom v. lipstick In an experiment, Werth and Foerster (2007) used the

pairings of condom with chronic promotion and lipstick with chronic prevention in order to manipulate product type. They found that focus compatible products are evaluated more positively.

Design Guidelines:For a promotion product like a lipstick emphasize positive

outcomes of usage like attractiveness or visibility (gain sensitivity), the fun and joy of it (cheerfulness related emotions) or promoting brave colours (risky bias).

Insurance or condom are prevention-related products therefore the design strategy emphasizes safety, control and security attributes of these products and a strong sense of “ought” for using them. A forceful spokesperson is suitable.

Segment by Design

Design Attributes

Product Categorizati

on

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Segment by Design

Design Attributes

Product Categorization

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PREVENTION FOCUS

non-loss v. loss situations

avoiding loss

protection, safety and responsibilities

concrete mental representations

safety and security

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Funny, comic style make-up brand designs like “Lush” or “benefit”; which is a match in terms of promotion related products inspiring fun-related emotions and creativity.

PROMOTION FOCUScheerfulness emotionsideal selfeager meanscreativityfun and enjoyment

Segment by Design

Design Attributes

Product Categorization

Advertising and MessageFraming: Cesario et al. (2004) study revealed that promotion

focused individuals are more prone to be persuaded by eagerly framed ads whereas prevention focused individuals are more prone to be persuaded by vigilantly framed ads.

Goal: One step further, for analyzing the goal compatibility, Lee and Aaker (2004) showed two different types of ads for a grape juice, one of which was in promotion condition by signaling ‘increased energy’ whereas the other was in prevention condition by signaling ‘prevention of diseases’.

Segment by Design

Design Attributes

Product Categorization

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The Regulatory Focus Theory

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gain v. non-gain situations non-loss v. loss situations

insure hits insure correct rejections ideal self ought selfearning extra avoiding loss

PROMOTION FOCUS PREVENTION FOCUS

Brand PersonalitiesBrands can also be evaluated in terms of their promotion

versus prevention focus. For example;Apple has the image of promotion focus with its focus on

technical advancement, success and superior design whereas

Dell or Toshiba is associated with prevention focus with its emphasis on reliability, long life and low rates of failure and breakdown.

Creativity, fun and winning are qualities to advance for Apple whereas reliability, strength, persistence and control are qualities to advance for Dell and Toshiba.

Segment by Design

Design Attributes

Product Categorization

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Brand Related Competition and Online Games In terms of designing web tools, social media campaigns or

activities, both states of being should be considered. Prizes and creative campaigns may not always work for prevention focus dominant individuals that value duties, strong oughts, sensitivity to losses.

The prize structure of any campaign design is to be chosen in line with the brand or product's regulatory orientation. Hits, success and score are emphasized for promotion whereas 100% correctness, avoidance and protection are key to design games or applications for prevention related categories or brands.

Segment by Design

Design Attributes

Product Categorization

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Social Media Marketing

Farmville online gameHow to insert an

insurance brand advertisement?

Protect your crops!

Segment by Design

Design Attributes

Product Categorization

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PREVENTION FOCUSnon-loss v. loss situationsavoiding lossprotection, safety and responsibilitiesconservative biasstabilitysafety and security

One of the value-adding stages of marketing strategy is customer segmentation by design (Strauss, 2008).

A promotion orientation values luxury, high status symbols and technically advanced attributes. A prevention orientation values protection, warning, safety, reliability and service. Safer (1998) tested it for cars and apartments.

Segment by Design

Design Attributes

Product Categorization

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A sun lotion brand theoretically related with prevention (protection) orientation can add a new target segment consisting of promotion dominant individuals by adding a new line with luxurious design bottles

Segment by Design

Design Attributes

Product Categorization

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Future SuggestionsLabels and PackagingPeople selectively attend to product information that fit their

regulatory focus which is yet another information filtering system of individuals.

Global DesignCross cultural research will reveal dimensions to consider for

global adaptations of design, packaging, advertisement for prevention-dominant cultures v. promotion-dominant cultures.

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