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    Regulatory fit and preference reversal

    21019_downloaded_stream_475.pdf (99.93Kb)
    Access Status
    Open access
    Authors
    Roy, Rajat
    Date
    2008
    Type
    Working Paper
    
    Metadata
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    Citation
    Roy, Rajat (2008) Regulatory fit and preference reversal, Marketing Insights: School of Marketing Working Paper Series: no. 200817, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/3475
    Collection
    • Curtin Research Publications
    Abstract

    This research examines how regulatory fit affects the evaluation of hedonic and utilitarian attributes of products. The results show that promotion- focused people has higher evaluation of hedonic attributes over utilitarian attributes. The reverse is true for prevention focused subjects. In addition the authors also find that "evaluation mode" moderates the effect of regulatory fit on product evaluation. Specifically, we present evidence that the above effect holds in a single mode of evaluation (SE) but not in a joint mode of evaluation (JE). In the joint mode of evaluation, subjects prefer the hedonic attributes irrespective of their regulatory focus conditions.

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