A video from the Center for Disease Control featured Professor Punam Keller, of Dartmouth University, explaining the difference between promotion-oriented and prevention-oriented consumers. She went on to discuss how the knowing the audience helps marketers choose whether gain or loss frames would be most effective in communications. To what concept from the text does this video relate?

Consumer Coping Theory

Regulatory Focus Theory

Multi-trait Approach

Asch Phenomenon

Need for Cognition