Regulatory Focus and Regulatory Fit in Consumer Search and Consideration of Alternatives
Results from four experiments show that although promotion- and prevention-focused consumers do not differ in total amount of information searched, promotion-focused consumers tend to search for alternatives in a more global, top-down fashion, whereas prevention-focused consumers tend to search for...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2007
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4751 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Results from four experiments show that although promotion- and prevention-focused consumers do not differ in total amount of information searched, promotion-focused consumers tend to search for alternatives in a more global, top-down fashion, whereas prevention-focused consumers tend to search for alternatives in a more local, serial fashion. Promotion-focused consumers are also found to have larger consideration sets than prevention-focused consumers. Finally, it is found that aligning the decision environment with the search and consideration inclinations of promotion- and prevention-focused consumers produces an experience of regulatory fit that increases the subjective value that the consumers attach to the offer. |
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