The Moderating Effect of Regulatory Focus on Consumer Preferences For Price Discounts and Bonus Packs
Prior research has identified that a bonus pack is preferred over a price discount. This preference does not hold for prevention-oriented consumers who prefer a price discount, but promotion-oriented consumers prefer a bonus pack. We attribute this effect to the regulatory fit between a promotion offer and consumers’ regulatory orientation.
Citation:
Jun Yao, Di Wang, and Brett A.S. Martin (2020) ,"The Moderating Effect of Regulatory Focus on Consumer Preferences For Price Discounts and Bonus Packs", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 801-802.
Authors
Jun Yao, Macquarie University, Australia
Di Wang, Queensland University of Technology, Australia
Brett A.S. Martin, Queensland University of Technology, Australia
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body
Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland
Featured
Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection
Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Featured
A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA