会议专题

How Regulatory Focus Affects Variety Seeking

  How does promotion-focused consumers’ variety seeking behavior differentiate from prevention-focused consumers’? Two experiments address this question by examining the influence of regulatory focus on variety seeking.The results reveal that compared with consumers with prevention focus,consumers with promotion focus indicate greater variety in spite of products possessing different perception of risk and product familiarity.The underlying mechanism is also explored.Implications for future research are discussed.

Regulatory Focus Variety Seeking Familiarity Risk Perception

Sixue Jia Longzhu Liu

Tsinghua University

国内会议

2013年JMS第十届中国营销科学学术年会暨博士生论坛

北京

英文

1-20

2013-08-16(万方平台首次上网日期,不代表论文的发表时间)