1. Avoiding poor health or approaching good health: Does it matter? The conceptualization, measurement, and consequences of health regulatory focus1. Issue 4 (26th February 2013) Authors: Gomez, Pierrick; Borges, Adilson; Pechmann, Cornelia (Connie) Journal: Journal of consumer psychology Issue: Volume 23:Issue 4(2013) Page Start: 451 Record Type: Journal Article View Content: Available online (eLD content is only available in our Reading Rooms) ↗