Regulatory focus and preference reversal between hedonic and utilitarian consumption

• Main Authors: Roy, Rajat, Ng, Sharon
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: https://hdl.handle.net/10356/107246; http://hdl.handle.net/10220/17838
• Institution: Nanyang Technological University

This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefit...