Abstract

Self-Regulation Model, Consumer, and Advertising

Nam, Seung-Kyu, Ph.D.
Associate Professor, Dept. of Industrial & Advertising Psychology, Daejeon University

I explored how self-regulation impact consumer's successful consumption experiences, choice standards, and responses of ad's appeal point. I defined good self-regulation as good decision making. I supposed a good decision maker uses more satisfactory standard than maximizing standard during decision making processes. Therefore, good decision maker is more adaptative and successful in the consumption setting. Also, good decision maker will prefer more satisfactory alternatives or copies than maximizing alternatives or copies. The findings show that good self-regulators perceive consumption experiences as more successful. And good self-regulators use more satisfaction standard than maximization standard. The implications of these findings for advertising are discussed.

Key Word : Self-Regulation Model, Maximizer, Satisfier, Successful Consumption Experience, Advertising Appeal Point