Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
This research investigates the effects of regulatory focus on alternative search and consideration set formation in consumer decision making. Results from three experiments yield two primary findings. First, promotion-focused consumers tend to search for alternatives at a more global level, whereas...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2010
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2917 https://ink.library.smu.edu.sg/context/lkcsb_research/article/3916/viewcontent/37_4_626.pdf |
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| Institution: | Singapore Management University |
| Language: | English |