Regulatory Focus and Regulatory Fit in Consumer Search and Consideration of Alternatives
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.
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.
Michel Tuan Pham, Columbia University
Hannah Chang, Columbia University
NA - Advances in Consumer Research Volume 35 | 2008
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