“Faster Is Not Always Better: Regulatory Focus and the Interpretation of Download Time”

Anne Laure Sellier, New York University, USA
Amitava Chattopadhyay, INSEAD, Singapore
In three studies, we show that a short (0-1 s.) download time leads to decreased online persuasion compared to a moderate one (5-10 s.) when consumers are in a prevention focus. Two explanations are: (1) a conservative bias makes these consumers mindlessly apply conversational norms, and (2) a moderate download time provides a better regulatory fit. Consumers in a promotion focus do not exhibit a conservative bias, and a short download time gives them more value from fit. Hence, short (moderate) is better for promotion (prevention)-focused consumers. We examine whether one or both of these explanations account for the data.
[ to cite ]:
Anne Laure Sellier and Amitava Chattopadhyay (2007) ,"“Faster Is Not Always Better: Regulatory Focus and the Interpretation of Download Time”", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 211-215.