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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Bibliographic Details
Main Author: Roy, Rajat
Other Authors: Ng Sok Ling, Sharon
Format: Theses and Dissertations
Language:English
Published: 2008
Subjects:
Online Access:https://hdl.handle.net/10356/14255
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Institution: Nanyang Technological University
Language: English
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