Salah satu cara meningkatkan intensi membeli dapat dilakukan melalui pemakaian cerita pada kemasan yang disebut short brand story. Cara penulisan short brand story dapat memengaruhi kemampuan cerita untuk memicu respon positif dari pembaca. Saat konsumen mengevaluasi short brand story, regulatory focus ikut berperan dalam memengaruhi intensi membeli. Penelitian ini menguji pengaruh jenis short brand story terhadap intensi membeli produk dimoderasi oleh regulatory focus konsumen. Penelitian eksperimen daring between subjects design, posttest only dengan dua kelompok penelitian yaitu kelompok company-generated dan kelompok consumer-generated. Sebanyak 590 partisipan berusia 19-22 tahun di Indonesia dibagi kedalam salah satu kelompok secara acak. Hasil menunjukkan intensi membeli lebih tinggi pada kelompok yang membaca SBS company-generated dibandingkan SBS consumer-generated. Promotion focus terbukti meningkatkan intensi membeli konsumen namun prevention focus tidak terbukti memengaruhi intensi membeli konsumen. Terdapat pengaruh interaksi antara jenis SBS yang dibaca dan tingkat regulatory focus berupa prevention focus konsumen terhadap intensi membeli. Perusahaan dapat menuliskan cerita dengan konten mengenai perusahaan untuk meningkatkan penjualan produk.

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One way to purchase can be done through the use of stories on the packaging called short brand story. How a short brand story is written can affect the story's ability to trigger a positive response from readers. When consumers evaluate the short brand story, regulatory focus plays a role in influencing purchase intention. This study examines the effect of short brand story types on purchase intention moderated by consumer’s regulatory focus. An online between subjects design, posttest only experiment with two groups, company-generated group and consumer-generated group. Total of 590 participants aged between 19-22 years old living in Indonesia were randomly divided into each group. Results showed purchase intention was higher in the group that read company-generated story than consumer-generated story group. Promotion focus increases purchase intention, however prevention focus does not affect consumer purchase intention. Significant interaction effect were found between the type of story consumer read and their prevention focus level on purchase intention. Companies can write company stories on their packaging to increase product sales.