How regulatory focus-mode fit impacts variety-seeking
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Thi Minh Thuy Pham Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
This thesis investigates impacts on consumers’ variety-seeking due to fit between regulatory focus (promotion, prevention) and regulatory mode (locomotion, assessment). I analysed a field dataset of 10,547 consumers and conducted three experiments across Australia, the United Kingdom, and the United States. Findings show that regulatory focus–mode fit decreases variety-seeking due to strengthened engagement and attitude certainty. Hence, this research introduces a new kind of regulatory fit, extending previous literature examining fit based on either regulatory focus or regulatory mode in isolation. Managers can segment consumers based on their motivations or adjust advertising messages to predict and influence variety-seeking.
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| ID Code: | 230505 |
|---|---|
| Item Type: | QUT Thesis (PhD) |
| Supervisor: | Jin, HS & Mathmann, Frank |
| Keywords: | Variety seeking, Regulatory fit, Regulatory mode, Regulatory focus, Engagement, Attitude certainty, Consumer choice, Decision making, Motivation, Text analysis |
| DOI: | 10.5204/thesis.eprints.230505 |
| Institution: | Queensland University of Technology |
| Deposited On: | 08 Jun 2022 04:33 |
| Last Modified: | 12 Sep 2022 04:51 |
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