How is promotion-focused and prevention-focused self-regulation linked with the importance of product attributes and purchase intention?
Journal Title: Roczniki Psychologiczne - Year 2012, Vol 15, Issue 2
Abstract
Two experiments were carried out to examine consumer preferences in the context of Higgins' Regulatory Focus Theory. Study 1 (N = 134) tested whether chronic regulatory focus (RFQ) and momentary regulatory focus affect the importance attached to functional and hedonic product attributes. Study 2 (N = 240) checked whether the regulatory fit of consistent or inconsistent advertisements (types of advertisement appeal: prevention and promotion, and types of products: functional and hedonic) and chronic regulatory focus (RFQ) are linked with intention to purchase an advertised product. The results obtained in study 1 indicated that prevention momentary regulatory focus or promotion chronic regulatory focus influence the importance attached to utilitarian product attributes, whereas no such influence was observed for the importance attached to hedonic product attributes. The results obtained in study 2 showed that consistent promotion advertising and promotion chronic regulatory focus affect the intention to buy a product. Moreover, the findings demonstrated that inconsistent advertisements (i.e. hedonic product and prevention advertising appeal) and promotion chronic regulatory focus affect the intention to purchase a product. It was also found that there is no significant influence of consistent prevention advertising and prevention chronic regulatory focus on the intention to buy a product.
Authors and Affiliations
Anna Zawadzka, Joanna Rybarczyk-Adamska
Keywords
Related Articles
- EP ID EP98267
- DOI -
- Views 97
- Downloads 0
Polscy psychologowie nie gęsi i swój język mają
Punktem wyjścia do dyskusji na temat ewentualnej osobliwości badań naukowych prowadzonych przez psychologów w Polsce oraz kwestii publikowania przez nich prac w rodzimym języku jest otwierający niniejszy numer Roczników...
Sprawozdanie z międzynarodowej konferencji naukowej „Radzenie sobie na rynku pracy" pt. „Metody jakościowe w diagnozie zawodowej", Wrocław, 10-11 stycznia 2011 roku
The Influence of Object Complexity and Rotation Angle on Eye Movements during Mental Rotation
The scientific objective of the study was to identify factors modifying the eye movements observed during the performance of mental rotation tasks. On the one hand, differences were sought in indicators concerning eye mo...
Memory distortions as a result of prior knowledge and various ways of information encoding
False memories are well-established, episodic memory phenomena. In two experiments, memory distortions were found with regard to verbal material (prose excerpt). The study demonstrated strong influence of prior knowledge...
The organization of Continued Professional Development
This comment fully endorses the need for Continued Professional Development (CPD) expressed in the lead article. A possible discrepancy is noted with the EuroPsy regulations and a few ques-tions are raised.