ABSTRACT
C onsumers are goal-driven. How they process information and make deci-sions is driven by their consumption goals (e.g., I need a cup of coffee) as well as by their self-regulatory goals, which service more fundamental needs. Research in the last decade has shown how people’s fundamental needs for nurturance and security have inuenced their judgment and behavior. According to regulatory focus theory (Higgins, 1997, 1998), people with a salient nurturance need regulate their attention, perception, attitudes, and behaviors toward approaching gains and avoiding nongains (i.e., they are promotion-oriented), whereas those with a salient security need regulate their attention, perception, attitudes, and behaviors toward avoiding losses and approaching nonlosses (i.e., they are prevention-oriented). And it is not unusual for the same consumption goal to be motivated by different regulatory focus orientations. For instance, as seen in some television advertising campaigns promoting Starbucks coffee, Glen and Stacy may both be loyal customers of Starbucks. However, Glen is drinking his DoubleShot espresso “to bring on the day,” whereas Stacy is enjoying her Frappuccino moment to help ward off demanding bosses and colleagues.
