Two experiments examined whether selfregulatory goals addressed in advertising claims influence product preferences and category– brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers' regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a claim compatible with the experimentally induced focus. Experiment 2 demonstrated that regulatory focus also has an impact on category– brand associations. Category–brand associations were stronger when the claim of a target brand was compatible with the regulatory focus at the time category–brand associations were measured. © 2006 Wiley Periodicals, Inc.