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  • The relationship between regulatory focus and online shopping: perceived risk, affect, and consumers' response to online marketing. 

    Atorough, Peter; Donaldson, Bill (Inderscience http://dx.doi.org/10.1504/IJIMA.2012.051615, 2012)
    ATOROUGH, P. and DONALDSON, B., 2012. The relationship between regulatory focus and online shopping: perceived risk, affect, and consumers' response to online marketing. International Journal of Internet Marketing and Advertising, 7 (4), pp. 333 – 358.
    Regulatory focus theory (RTF) has demonstrated that individuals can be distinguished on the basis of two independent structures of strategic inclination and orientation in the pursuit of goals: promotion focus - which ...