Title

Regulatory Focus and Regulatory Fit in Consumer Search and Consideration of Alternatives

Publication Type

Conference Proceeding Article

Publication Date

10-2007

Abstract

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.

Discipline

Behavioral Economics

Research Areas

Marketing

Publication

Advances in Consumer Research

Volume

35

First Page

230

Last Page

231

ISBN

978-0-915552-61-0

Publisher

Association for Consumer Research

City or Country

Memphis, TN

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