Publication Type
Journal Article
Version
publishedVersion
Publication Date
12-2010
Abstract
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.
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Journal of Consumer Research
Volume
37
Issue
4
First Page
626
Last Page
640
ISSN
0093-5301
Identifier
10.1086/655668
Publisher
Association for Consumer Research
Citation
PHAM, Michel Tuan and CHANG, Hannah H..
Regulatory focus, regulatory fit, and the search and consideration of choice alternatives. (2010). Journal of Consumer Research. 37, (4), 626-640.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2917
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
http://doi.org/10.1086/655668