Regulatory focus as a moderator of retail shopping behaviour

摘要: This paper examines the effects of regulatory focus orientation on several aspects consumer retail shopping behaviour such as values, impulsiveness, duration, repurchase intention and word-of-mouth communication. Theoretical propositions were developed banked relevant literature. A structured questionnaire is used to collect data across formats (n = 300). Statistical techniques MANOVA t-test analyse data. Results reveal that promotion-focused shoppers report higher levels hedonic whereas prevention-focused utilitarian Discussion results their theoretical managerial implications, limitations this study its future research scopes are further discussed.