Hedonic/Utilitarian-Focused Information and Product Evaluation:The Moderating Role of Regulatory Focus
This research demonstrates that individuals’ goals associated with regulatory focus moderate the influence of hedonic/utilitarian-focused information on product evaluation.The results of one lab experiment indicate that hedonic-focused information of the product receive higher evaluation when the individual is promotion-focused,whereas utilitarian-focused information of the product receive higher evaluation when the individual is prevention-focused.These regulatory focus effects suggesting the outcomes of experiment 1 are replicated when another similar experiment was conducted in real stores.Processing fluency,as a partial mediator,leading to more favorable evaluations in conditions of compatibility appears to underlie these effects.
regulatory focus hedonic utilitarian product evaluation
Qingtang Wan Zhenyu Jin Wei Lu Ying Zhou
hanghai Jiao Tong University Shanghai Jiao Tong University Shanghai,No.535 Fuahua Zhen Road, Shanghai,200052
国内会议
北京
英文
1-13
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）