How Regulatory Focus Affects Variety Seeking

摘要：

　　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.

关键词： Regulatory Focus Variety Seeking Familiarity Risk Perception

作者: Sixue Jia Longzhu Liu

作者单位: Tsinghua University

会议类型: 国内会议

会议名称: 2013年JMS第十届中国营销科学学术年会暨博士生论坛

会议地点: 北京

会议语种:英文

页码: 1-20

在线出版日期: 2013-08-16（万方平台首次上网日期，不代表论文的发表时间）