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Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives

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  • Michel Tuan Pham
  • Hannah H. Chang

Abstract

This research investigates the effects of regulatory focus on alternative search and consideration set formation in consumer decision making. Results from three experiments yield two primary findings. First, promotion-focused consumers tend to search for alternatives at a more global level, whereas prevention-focused consumers tend to search for alternatives at a more local level. Second, promotion-focused consumers tend to have larger consideration sets than do prevention-focused consumers. Building on these two primary findings, it is additionally shown that whereas promotion-focused consumers attach relatively greater value to options chosen from hierarchically structured sets, prevention-focused consumers attach relatively greater value to options chosen from nonhierarchically structured item lists. Finally, whereas promotion-focused consumers attach significantly greater value to options chosen from larger sets than to options chosen from smaller sets, prevention-focused consumers do not attach significantly less value to options chosen from larger sets than to options chosen from smaller sets. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Michel Tuan Pham & Hannah H. Chang, 2010. "Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 626-640, December.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:4:p:626-640
    DOI: 10.1086/655668
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    Cited by:

    1. Saeedeh Ahmadi & Saeed Khanagha & Luca Berchicci & Justin J. P. Jansen, 2017. "Are Managers Motivated to Explore in the Face of a New Technological Change? The Role of Regulatory Focus, Fit, and Complexity of Decision‐Making," Journal of Management Studies, Wiley Blackwell, vol. 54(2), pages 209-237, March.
    2. Chung, Tuck Siong & Low, Angie, 2022. "CEO regulatory focus and myopic marketing management," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 247-267.
    3. Sengupta, Atri & Deb, Soumya Guha & Mittal, Shashank, 2021. "The underlying motivational process behind portfolio diversification choice decisions of individual investors: An experimental design," Journal of Behavioral and Experimental Finance, Elsevier, vol. 29(C).
    4. Verma, Swati & Guha, Abhijit & Biswas, Abhijit & Grewal, Dhruv, 2019. "Are Low Price and Price Matching Guarantees Equivalent? The Effects of Different Price Guarantees on Consumers’ Evaluations," Journal of Retailing, Elsevier, vol. 95(3), pages 99-108.
    5. Sunaga, Tsutomu & Meng, Yan & Zhuang, Xuhong, 2020. "Interactions between instrumental timbre and consumers’ regulatory focus," Journal of Business Research, Elsevier, vol. 121(C), pages 1-12.
    6. Katrin Muehlfeld & Diemo Urbig & Utz Weitzel, 2017. "Entrepreneurs’ Exploratory Perseverance in Learning Settings," Entrepreneurship Theory and Practice, , vol. 41(4), pages 533-565, July.
    7. Evandro Luiz Lopes & Ricardo Teixeira Veiga, 2019. "Increasing purchasing intention of eco-efficient products: the role of the advertising communication strategy and the branding strategy," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 550-566, September.
    8. Florack, Arnd & Keller, Johannes & Palcu, Johanna, 2013. "Regulatory focus in economic contexts," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 127-137.
    9. Aydinli, Aylin & Gu, Yangjie & Pham, Michel Tuan, 2017. "An experience-utility explanation of the preference for larger assortments," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 746-760.
    10. Xinye Hu & Ofir Turel & Wanting Chen & Jia Shi & Qinghua He, 2023. "The effect of trait-state anxiety on choice overload: the mediating role of choice difficulty," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 143-152, June.
    11. Mathmann, Frank & Chylinski, Mathew & Tory Higgins, E. & de Ruyter, Ko, 2017. "Every step counts: When physical movement affects perceived value," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 279-285.
    12. Trudel, Remi & Murray, Kyle B. & Cotte, June, 2012. "Beyond expectations: The effect of regulatory focus on consumer satisfaction," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 93-97.
    13. Ashraf, Abdul R. & Razzaque, Mohammed A. & Thongpapanl, Narongsak (Tek), 2016. "The role of customer regulatory orientation and fit in online shopping across cultural contexts," Journal of Business Research, Elsevier, vol. 69(12), pages 6040-6047.
    14. Noblet, Caroline L. & Teisl, Mario F. & Evans, Keith & Anderson, Mark W. & McCoy, Shannon & Cervone, Edmund, 2015. "Public preferences for investments in renewable energy production and energy efficiency," Energy Policy, Elsevier, vol. 87(C), pages 177-186.
    15. Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.
    16. Yu, Xi & Huang, Huiling & Liu, Stephanie Q. & Lu, Zhi, 2020. "Signaling authenticity of ethnic cuisines via handwriting," Annals of Tourism Research, Elsevier, vol. 85(C).
    17. Wang, Li & Jin, Manhui & Yang, Zhiyong, 2020. "Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity," Journal of Business Research, Elsevier, vol. 107(C), pages 50-61.
    18. Dang-Van, Thac & Vo-Thanh, Tan & Vu, Thinh Truong & Wang, Jianming & Nguyen, Ninh, 2023. "Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion," Journal of Business Research, Elsevier, vol. 156(C).

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