Is It Worth the Money? the Effect of Regulatory Focus on Consumers’ Price and Quality Sensitivity

Woo Jin Choi, Texas A&M University, USA
Haipeng (Allan) Chen, Texas A&M University, USA
Drawing upon regulatory focus theory, we predict that consumers with a promotion (prevention) focus will pay more attention to product quality (price). The differential attention to price and quality information should, in turn, lead to preferences for products of high quality (low prices) by promotion (prevention)-focused consumers.
[ to cite ]:
Woo Jin Choi and Haipeng (Allan) Chen (2011) ,"Is It Worth the Money? the Effect of Regulatory Focus on Consumers’ Price and Quality Sensitivity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 585-586.