Regulatory fit and preference reversal
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 additio...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/3475 |