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: PHAM, Michel Tuan, CHANG, Hannah H.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2010
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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
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spelling sg-smu-ink.lkcsb_research-39162022-05-25T09:14:54Z Regulatory focus, regulatory fit, and the search and consideration of choice alternatives PHAM, Michel Tuan CHANG, Hannah H. 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 prevention-focused consumers tend to search for alternatives at a more local level. Second, promotionfocused consumers tend to have larger consideration sets than do preventionfocused consumers. Building on these two primary findings, it is additionally shown that whereas promotion-focused consumers attach relatively greater value to options chosen from hierarchically structured sets, prevention-focused consumers attach relatively greater value to options chosen from nonhierarchically structured item lists. Finally, whereas promotion-focused consumers attach significantly greater value to options chosen from larger sets than to options chosen from smaller sets, prevention-focused consumers do not attach significantly less value to options chosen from larger sets than to options chosen from smaller sets. 2010-12-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/2917 info:doi/10.1086/655668 https://ink.library.smu.edu.sg/context/lkcsb_research/article/3916/viewcontent/37_4_626.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing Sales and Merchandising
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing
Sales and Merchandising
spellingShingle Marketing
Sales and Merchandising
PHAM, Michel Tuan
CHANG, Hannah H.
Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
description 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 prevention-focused consumers tend to search for alternatives at a more local level. Second, promotionfocused consumers tend to have larger consideration sets than do preventionfocused consumers. Building on these two primary findings, it is additionally shown that whereas promotion-focused consumers attach relatively greater value to options chosen from hierarchically structured sets, prevention-focused consumers attach relatively greater value to options chosen from nonhierarchically structured item lists. Finally, whereas promotion-focused consumers attach significantly greater value to options chosen from larger sets than to options chosen from smaller sets, prevention-focused consumers do not attach significantly less value to options chosen from larger sets than to options chosen from smaller sets.
format text
author PHAM, Michel Tuan
CHANG, Hannah H.
author_facet PHAM, Michel Tuan
CHANG, Hannah H.
author_sort PHAM, Michel Tuan
title Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
title_short Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
title_full Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
title_fullStr Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
title_full_unstemmed Regulatory focus, regulatory fit, and the search and consideration of choice alternatives
title_sort regulatory focus, regulatory fit, and the search and consideration of choice alternatives
publisher Institutional Knowledge at Singapore Management University
publishDate 2010
url 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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