Consumers’ Responses to Sustainable Smart Home Services: the Role of Regulatory Focus

This research examines the role of consumers’ regulatory focus in their responses to sustainable smart home services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused).



Citation:

Moon-Yong Kim (2020) ,"Consumers’ Responses to Sustainable Smart Home Services: the Role of Regulatory Focus", 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: 1198-1198.

Authors

Moon-Yong Kim, Hankuk University of Foreign Studies



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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