- Pay attention to ways they can grow and strive for personal goals
- Approach strategies used to process information in a broader sense
- Approach strategies mostly used by people with more creative choice who notice WPA and evaluate it in a positive light 

Promotion regulatory focus 

- Pay attention to how they can satisfy basic needs
- Avoidance strategies used to process information in a more detailed sense 
- People who with less creative choice and more privacy concerns tend to rely on avoidance strategies and therefore pay less attention to WPA 
- People with high levels of similarity avoidance engaged in more avoidance, most likely caused by irritation

Prevention regulatory focus

Regulatory focus theory (RFT) figure

- People with a promotion focus are more likely to buy and try new products than people with prevention focus 
- Promotion focus most closely aligns with people who buy things from a hedonic perspective (purchases that bring satisfaction)
- Extraversion and openness associated with promotion focus
- Prevention focus explains purchases based on utilitarian needs (necessary products bought for the functions they perform)
- Conscientiousness and neuroticism associated with prevention focus 

Regulatory focus theory (RFT) and the Big-Five Personality Framework

- Explains why CNFU means that people will have different reactions to personalized advertising 
- Advertising most effective when the regulatory focus of the individual and situation are the same 
- Consists of promotion and prevention regulatory focus 

University of Michigan - Ann Arbor

- A concept that describes how much consumers wish to set themselves apart from others through their purchasing behaviors 
- Supported by the uniqueness theory: perceived advertising value varies for different people 
- Explains which kinds of advertising people prefer - people with high levels of CNFU prefer fewer targeted ads based on their purchases
- 2 dimensions: creative choice and similarity avoidance
- Correlation between these two dimensions could be stimulated by the need for unique personality characteristics

Consumers’ need for uniqueness (CNFU)

Stiglbauer, B., & Kovacs, C. (2019). Need for uniqueness determines reactions to web-based personalized advertising. Psychological reports, 122(1), 246-267.

Need for uniqueness determines reactions to web-based personalized advertising

Regulatory focus theory (RFT) 

- An indicator of approach behaviors and shows WPA and irritation 
- Evaluation of WPA focuses on the promotional aspect

Creative choice

- An indicator of avoidance behavior and is most likely a result of high level of irritation 
- Evaluation of WPA focuses on the prevention aspect 

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