Browsing by Subject "regulatory focus"

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    Construction and Cross-Cultural Validation of Parenting Regulatory Focus Scale
    (2019-08) Zhou, Xiang
    Based on regulatory focus theory (Higgins, 1997), parenting regulatory focus (PRF) refers to the motivations – promotion based or prevention based – behind child-rearing behaviors. Across three studies, I sought to construct and cross-culturally validate a new PRF Scale that measures parenting motivations. In the initial scale validation (Study 1), a convenience sample was collected at the Minnesota State Fair (N = 856) to identify the number of factors and reduce scale items associated and to establish the preliminary psychometrics properties. In Study 2, a two-step tiered MTurk sampling was used to validate the PRF Scale with a more diverse parent sample (N = 497). I specifically tested the internal and test-rest reliability, two-factor structure, and construct validity of the PRF Scale. In Study 3, the psychometric properties of the translated PRF Scale were first demonstrated in a Chinese parent sample (N = 356). By pooling the U.S. (Study 2) and Chinese samples (Study 3), measurement invariance (i.e., configural, metric, and partial scalar invariance) was established through multi-group confirmatory factor analysis between countries. These three studies demonstrate the psychometrics of the new PRF Scale and its contribution as an effective tool to understand individual differences in parenting motivation.
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    Framing Effects of Online Behavioral Advertising Educational Messages and the Moderating Role of Regulatory Fit
    (2016-08) Zhang, Yiran
    Online behavioral advertising (OBA) has drawn great attention of regulatory agencies. In the Federal Trade Commission’s most recent OBA guidelines, advertising companies are required to provide educational information to consumers, and inform consumers of their option to opt out. However, there has been no systematic investigation of the effects of OBA educational messages on consumer responses to OBA. This study examined the effects of positive-negative valence framing in OBA educational messages on consumers’ attitude toward OBA, and intention to opt out of OBA. In addition, the study looked into the moderating role of the fit between the regulatory focus of consumers and the regulatory focus of the educational message in valence framing effects. A 2 (valence framing: positive vs. negative) × 2 (regulatory focus framing: promotion vs. prevention) × 2 (individuals’ regulatory focus: promotion vs. prevention) between-subject online experiment was conducted. The results demonstrated that a positively-framed OBA educational message led to more positive cognitive attitude toward OBA, and less intention to opt out, compared to a negatively-framed message. Furthermore, regulatory fit had a marginal moderating effect on the relationship between valence framing and consumers’ intention to opt out. Theoretical and practical implications as well as directions for future research are presented.