Effect of Self-Regulatory Focus, Temporal Distance, and Product Attribute on Evaluation of Product Upgrades: Cases of Mobile Phones and LCD TVs
Date Issued
2008
Date
2008
Author(s)
Wang, Chien-Yu
Abstract
The main goal of this study is to find out the effect of self-regulatory focus (promotion focus vs. prevention focus), temporal distance (the time gap between now and the timing when customer purchases this product), and product attribute (utilitarian attribute vs. hedonic attribute) on evaluation of product upgrades. Due to the fact that the influence of self-regulatory focus, temporal distance, and product attribute on product evaluation is a relative new issue in the academic area and the fact that this concept is very practical in the real business world, this study combines these four topics to discuss their effects on consumer’s preference and choice when confronting different ways of product upgrades. he main goals of this research were as follows:. Discuss how the consumers with different types of “regulatory focus” prefer and make different choices on different ways of “product upgrades.”. Discuss how the consumers facing different “temporal distance” prefer and make different choices of “product upgrades.”. Discuss how the consumers facing different “product attribute “ prefer and make different choices of “product upgrades. In the first part of the research, this paper discuss the effect of customers with different self-regulatory focus, different temporal distance, and different product attributes when they need to choose from general enhancement(to upgrade an ordinary product with similar ratio complied with every existing attributes) and focus enhancement(the way of upgrades focus certain attributes to promote). In the second part of this research, this paper discuss the effect of customers with different self-regulatory focus, different temporal distance, and different product attributes when they need to choose from other kinds of product upgrades : general alignable enhancement(the general upgrades which is similar to the ordinary one because both of them have exactly the same attributes) and general nonalignable enchancement(the general upgrades which adds new attributes to the old product and increases the level of dissimilarity between old and new products). Finally, in the last part of the research, this paper will focus on the effect of customers with different self-regulatory focus, different temporal distance, and different product attributes when they need to choose from focus alignable enhancement(the focus upgrades which is similar to the ordinary one because both of them have exactly the same attributes) and focus nonalignable enhancement(the focus upgrades which adds new attributes to the old product and increases the level of dissimilarity between old and new products). The conclusions of this study are as follows:. Whether the consumers with “promotion focus” or “prevention focus “, whether they face “half year ”or “two years” temporal distance, “utilitarian attribute ”or “hedonic attribute”, they prefer and are more willing to choose “general enhancement ”. However, the level of preference will decrease as customers face a product with hedonic attributes. In addition, when the customer with promotion focus face a product with hedonic attributes, the level of decrease is more obvious.. In the study with LCD TVs as the experimental product , the consumers with promotion focus prefer and are more willing to choose “general nonalignable enhancement”. In the study with mobile phones as the experimental product, the consumers with promotion focus prefer and are more willing to choose “focus nonalignable enhancement.” In the study with LCD TVs as the experimental product, the customers prefer and are more willing to choose “focus nonalignable enhancement “when they are with promotion focus or when they face an LCD TV with hedonic attributes.
Subjects
self-regulatory focus
promotion focus
prevention focus
temporal distance
hedonic attribute
utilitarian attribute
general enhancement
focus enhancement
alignable enhancement
nonalignable enhancement
Type
thesis
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