?url_ver=Z39.88-2004&rft_id=10.5204%2Fthesis.eprints.230505&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=How+regulatory+focus-mode+fit+impacts+variety-seeking&rft.creator=Pham%2C+Thi+Minh+Thuy&rft.subject=Variety+seeking&rft.subject=Regulatory+fit&rft.subject=Regulatory+mode&rft.subject=Regulatory+focus&rft.subject=Engagement&rft.subject=Attitude+certainty&rft.subject=Consumer+choice&rft.subject=Decision+making&rft.subject=Motivation&rft.subject=Text+analysis&rft.description=This+thesis+investigates+impacts+on+consumers%E2%80%99+variety-seeking+due+to+fit+between+regulatory+focus+(promotion%2C+prevention)+and+regulatory+mode+(locomotion%2C+assessment).+I+analysed+a+field+dataset+of+10%2C547+consumers+and+conducted+three+experiments+across+Australia%2C+the+United+Kingdom%2C+and+the+United+States.+Findings+show+that+regulatory+focus%E2%80%93mode+fit+decreases+variety-seeking+due+to+strengthened+engagement+and+attitude+certainty.+Hence%2C+this+research+introduces+a+new+kind+of+regulatory+fit%2C+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.&rft.publisher=Queensland+University+of+Technology&rft.date=2022&rft.type=Thesis&rft.format=application%2Fpdf&rft.relation=https%3A%2F%2Feprints.qut.edu.au%2F230505%2F1%2FThi%2520Minh%2520Thuy_Pham_Thesis.pdf&rft.rights=free_to_read&rft.rights=http%3A%2F%2Fcreativecommons.org%2Flicenses%2Fby-nc-nd%2F4.0%2F&rft.relation=doi%3A10.5204%2Fthesis.eprints.230505&rft.relation=Pham%2C+Thi+Minh+Thuy+(2022)+How+regulatory+focus-mode+fit+impacts+variety-seeking.+PhD+thesis%2C+Queensland+University+of+Technology.&rft.id_number=https%3A%2F%2Feprints.qut.edu.au%2F230505%2F