Approach or avoid? the effect of regulatory focus on consumer behavioural responses to personal selling attempts

While salespeople use adaptive influence tactics in interactions with consumers, consumers can act as goal-oriented individuals attempting to manage those interactions. Prior research has documented a repertoire of consumer response behaviours, but little is known about the motivational forces. The present research examines the effects of regulatory focus on consumer behavioural tendencies in response to personal selling attempts. The findings suggest that the more promotion-focused consumers are more likely to engage in goal-seeking behaviours. This research not only addresses a void in the literature, but more importantly, sheds light on motivational antecedents driving consumer behaviours in customer-salesperson interactions.