$100 a month or $1,200 a year : regulatory focus and the evaluation of temporally framed product attributes

• Main Author: Basu, Shankha
• Other Authors: Ng Sok Ling, Sharon
• Format: Theses and Dissertations
• Language: English
• Published: 2017
• Subjects: DRNTU::Business::Finance
• Online Access: http://hdl.handle.net/10356/72241
• Institution: Nanyang Technological University

Five studies test the idea that consumers’ regulatory goals affect their evaluation of temporally framed product attributes. A salient promotion focus leads to more extreme evaluation of attributes framed in aggregate (Lose 10 pounds over 10 weeks; Pay $1200 over a year) as compared to disaggregate...