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 |
| _version_ | 1848744242196774912 |
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| author | Roy, Rajat |
| author_facet | Roy, Rajat |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T05:58:21Z |
| format | Working Paper |
| id | curtin-20.500.11937-3475 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T05:58:21Z |
| publishDate | 2008 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-34752017-01-30T10:31:36Z Regulatory fit and preference reversal Roy, Rajat Regulatory fit Evaluation mode Preference reversal Hedonic Utilitarian 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. 2008 Working Paper http://hdl.handle.net/20.500.11937/3475 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Regulatory fit Evaluation mode Preference reversal Hedonic Utilitarian Roy, Rajat Regulatory fit and preference reversal |
| title | Regulatory fit and preference reversal |
| title_full | Regulatory fit and preference reversal |
| title_fullStr | Regulatory fit and preference reversal |
| title_full_unstemmed | Regulatory fit and preference reversal |
| title_short | Regulatory fit and preference reversal |
| title_sort | regulatory fit and preference reversal |
| topic | Regulatory fit Evaluation mode Preference reversal Hedonic Utilitarian |
| url | http://hdl.handle.net/20.500.11937/3475 |