先前在調節焦點的研究中顯示，調節契合效果在消費者仔細思考下沒有發揮效果，那麼行銷管理者似乎並不需要把消費者的調節目標視為會影響高涉入程度產品的因素。然而，我們認為在消費者對於某個產品變得高涉入程度之前，調節焦點扮演一個重要的角色。資訊搜尋的優點像是挑選到外觀最好、品質最佳的產品、增加決策的滿意度或是增加產品的滿意度，這些優點都符合促進焦點的導向。而可以找到最低價產品的優點則是符合預防焦點的導向。因此，促進焦點導向或是預防焦點導向較高的人都可能會搜尋更多的產品資訊，進而變得對他們想買的產品提高涉入程度。
在實驗一，我們用「促進/預防 焦點量表」來衡量受測者的調節焦點。接著，我們以數位相機當作產品，並且以混合的涉入程度量表來衡量受測者的涉入程度。實驗一的結果部份支持我們的觀點，促進焦點和涉入程度有顯著正相關，但是預防焦點和涉入程度沒有顯著正相關。在實驗二，我們修正了我們的實驗並且依據價格分成高價組與低價組。實驗二的結果顯示，在高價組方面，促進焦點和涉入程度有顯著正相關；預防焦點和涉入程度也有顯著正相關。然而，在低價組方面，我們發現促進焦點和涉入程度沒有顯著正相關；預防焦點和涉入程度也沒有顯著正相關。
我們的研究結果指出，行銷管理者應該要多注意他們的高價產品。高促進焦點與高預防焦點的人在他們要購買高單價產品時，都會變得高涉入程度，進而搜尋訊息比較其他各種產品。

Previous research on regulatory focus suggests that the fit effect will not be observed with the careful thinking condition, and it had seems reasonable that marketing managers need not bring the influence of participants's regulatory goal into consideration for high-involvement product categories. However, we think before consumer become high involvement to a product, regulatory focus plays an important role to affect consumer. The benefits of searching information such as getting the product with the best style/appearance or the highest quality, increasing satisfaction with the decision or increasing satisfaction with the product fit promotion-focus individual’s orientation; the benefits of searching information like getting the product with the lowest price fits prevention-focus individual’s orientation. Thus, higher promotion/prevention focus people will search more information and become higher involvement to the product they consider to purchase.
In study 1, we measured participants’ promotion and prevention orientations using a “Promotion/Prevention Scale.” In addition, we took a digital camera as a product, and test participants’ involvement using “The purchasing involvement scale” mixed with “Personal Involvement Inventory.” The result of study 1 partially supported our perspective. There is a significant and positive correlation between promotion and involvement but there is not a significant correlation between promotion and involvement. We adjusted our study and separated two groups (high price level and low price level cameras) in study 2. The result of study 2 revealed that there is a significant and positive correlation between promotion and involvement and there is also a significant and positive correlation between prevention and involvement (high price camera). However, on low price level, we surprisingly found that there is not significant correlation between promotion and involvement; moreover, there is also not significant correlation between prevention and involvement.
The results of our research indicate that marketing and advertising managers should pay more attention to their high price products. High promotion-focused and high prevention-focused individuals will become high involvement when they decide to purchase high price products. They will actively seek information to compare many kinds of products.

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