Regulatory fit and evaluation mode : feeling right about hedonic and utilitarian consumption
This research examines how regulatory focus affects the evaluation of hedonic and utilitarian attributes of products. My research found that promotion- focused people have higher evaluation of hedonic attributes over utilitarian attributes. The reverse was found for prevention focused subjects. In a...
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| Other Authors: | |
| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
2008
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| Online Access: | https://hdl.handle.net/10356/14255 |
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| Institution: | Nanyang Technological University |
| Language: | English |