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
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)