The Effect of Regulatory Focus on Variety-Seeking Behavior
Date Issued
2009
Date
2009
Author(s)
Chao, Ting-Way
Abstract
The regulatory focus theory defines that there are two kinds of individuals, promotion focus and prevention focus. They are different in serving fundamentally different needs, relation to desired end-states, and approach matches to desired end-states. Promotion focus concerns about the needs of nurturance, ideal goals, sensitivity to presence or absence of positive outcomes, and approach as strategic means. Prevention focus concerns about the needs of security ought goals, sensitivity to absence or presence of negative outcomes, and avoidance as strategic means.e are interesting in whether the difference between promotion focus and prevention focus can be applied to the real market. Crowe and Higgins (1997) examined the effects of regulatory focus on sorting of fruits and vegetables. All we concern is that whether the result will be applied to other products. So in our research, we use three kinds of products to examine whether different regulatory focus will have different sorting tendency. The research shows that the promotion focus consumers will have more sorting. And, the difference between the promotion focus consumers and prevention focus consumers toward the regret of buying the wrong products are not significant.
Subjects
Regulatory Focus
Variety-Seeking Behavior
Regret
Type
thesis
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