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This research demonstrates that individuals’ goals associated with regulatory focus moderate the influence of hedonic/utilitarian-focused information on product evaluation.The results of one lab experiment indicate that hedonic-focused information of the product receive higher evaluation when the individual is promotion-focused,whereas utilitarian-focused information of the product receive higher evaluation when the individual is prevention-focused.These regulatory focus effects suggesting the outcomes of experiment 1 are replicated when another similar experiment was conducted in real stores.Processing fluency,as a partial mediator,leading to more favorable evaluations in conditions of compatibility appears to underlie these effects.