The regulatory focus theory states that “consumers orient their behavior either through prevention [maintenance] or promotion [self-improvement] focus” (ppt ch 5). To refer back to the previous example, North Face is a perfect example of the regulatory focus theory. North Face marketer may choose to orient their jackets towards prevention. Thus, the jacket would be promoted as one of the warmest coats on the market. In this case, the North Face brand is communicating how their coats will prevent the negative effects from being cold. On the other hand, the North Face jackets could take a promotional focus. These garments could be oriented towards consumers who aspire to improve their social status. In general, marketers need to be aware of how customers orient their behaviors so they can craft a proper marketing mix which appeals to either the prevention or maintenance oriented
The regulatory focus theory states that “consumers orient their behavior either through prevention [maintenance] or promotion [self-improvement] focus” (ppt ch 5). To refer back to the previous example, North Face is a perfect example of the regulatory focus theory. North Face marketer may choose to orient their jackets towards prevention. Thus, the jacket would be promoted as one of the warmest coats on the market. In this case, the North Face brand is communicating how their coats will prevent the negative effects from being cold. On the other hand, the North Face jackets could take a promotional focus. These garments could be oriented towards consumers who aspire to improve their social status. In general, marketers need to be aware of how customers orient their behaviors so they can craft a proper marketing mix which appeals to either the prevention or maintenance oriented