Understanding Impulsive Eaters’ Choice Behaviors: The Motivational Influences of Regulatory Focus

Vol. XLIV (May 2007), 297–308 297 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Jaideep Sengupta is Professor of Marketing (e-mail: [email protected]), and Rongrong Zhou is Assistant Professor of Marketing (e-mail: [email protected]), School of Business and Management, Hong Kong University of Science and Technology. The authors contributed equally to this research; the order of authorship is random. They thank Gerry Gorn, Michel Pham, Angela Lee, Anirban Mukhopadhyay, and seminar participants at University of Chicago and Columbia University for their helpful comments. They gratefully acknowledge the financial support of the Hong Kong Research Grants council (Grant No. HKUST6460/06H).