Regulatory Focus and Regulatory Fit in Consumer Search and Consideration of Alternatives

Michel Tuan Pham, Columbia University
Hannah Chang, Columbia University
Results from four experiments show that although promotion- and prevention-focused consumers do not differ in total amount of information searched, promotion-focused consumers tend to search for alternatives in a more global, top-down fashion, whereas prevention-focused consumers tend to search for alternatives in a more local, serial fashion. Promotion-focused consumers are also found to have larger consideration sets than prevention-focused consumers. Finally, it is found that aligning the decision environment with the search and consideration inclinations of promotion- and prevention-focused consumers produces an experience of regulatory fit that increases the subjective value that the consumers attach to the offer.
[ to cite ]:
Michel Tuan Pham and Hannah Chang (2008) ,"Regulatory Focus and Regulatory Fit in Consumer Search and Consideration of Alternatives", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 229-232.