Customization Mode, Decision Outcome, and Task Enjoyment: the Role of Regulatory Focus

He Jia, Nanjing University, China
Yonggui Wang, University of International Business and Economics, China
This research investigates the interaction effects between customization mode and regulatory focus on consumers' decision outcome and task enjoyment in customization service. Concerned with decision outcome, we posit that in subtractive customization prevention-focused consumers retain more options in the final customized offering than promotion-focused consumers, whereas such an effect is reduced in additive customization. Concerned with task enjoyment, we propose that promotion-focused consumers more enjoy additive customization than prevention-focused consumers, whereas prevention-focused consumers more enjoy subtractive customization than promotion-focused consumers. The current research both contributes to multi-option screening literature and extends regulatory fit theory into a customization service context.
[ to cite ]:
He Jia and Yonggui Wang (2010) ,"Customization Mode, Decision Outcome, and Task Enjoyment: the Role of Regulatory Focus", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 825-826 .