The roles of regulatory focus and attribute value on consumer evaluation

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

Status	已發表Published
	The roles of regulatory focus and attribute value on consumer evaluation
	Ho, Y.; So, S. I.; Chow, W. C.
	2016-06-01
Source Publication	The ISMS Marketing Science Conference
Abstract	This research examines how consumers’ regulatory orientation (i.e., promotion focus versus prevention focus) and the relative value of service attributes (i.e., core attributes versus peripheral attributes) may jointly influence consumer attitude and behavioral intention. Existing literature (e.g., Lee, Keller and Sternthal 2010) suggest that individuals’ regulatory focus influences how they mentally represent information. Promotion-focused people tend to construe information at high levels (i.e., more abstract levels) whereas their prevention-focused counterparts are inclined to mentally represent information at low levels (i.e., more concrete levels). In this study, we propose that prevention-focused and promotion-focused people may assign different weights to core attributes and peripheral attributes when making service evaluations. Specifically, since promotion-focused individuals tend to construe information at high levels, they may assign more weights to core attributes (i.e., higher-level construal). Thus, when core attributes is superior to peripheral attributes, promotion-focused individuals will form a more positive evaluation than their prevention-focused counterparts. On the other hand, since prevention-focused individuals construe information at low levels, they may assign more weights to peripheral attributes (i.e., lower-level construal). Thus, when the value of peripheral attributes is superior to core attributes, prevention-focused individuals should form a more positive evaluation than promotion-focused individuals.
Keyword	regulatory focus
Language	英語English
The Source to Article	PB_Publication
PUB ID	20704
Document Type	Conference paper
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Recommended Citation GB/T 7714	Ho, Y.,So, S. I.,Chow, W. C.. The roles of regulatory focus and attribute value on consumer evaluation[C], 2016.
APA	Ho, Y.., So, S. I.., & Chow, W. C. (2016). The roles of regulatory focus and attribute value on consumer evaluation. The ISMS Marketing Science Conference.

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