Action orientation (high self regulated) denotes to the capacity to regulate emotions and thoughts to fulfill the intentions of customers. State orientation (low self regulated) indicates the inability to regulate these emotions and thoughts.

This paper is about action orientation and consumer behavior.

State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage.

Richard P Bagozzi, Hans Baumgartner, Youjae Yi

Journal of Consumer Research (Impact Factor: 3.1). 03/1992; 18(March):505-18. DOI:10.1086/209277