Regulatory fit and preference reversal

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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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Bibliographic Details
Main Author:	Roy, Rajat
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2008
Subjects:	Regulatory fit Evaluation mode Preference reversal Hedonic Utilitarian
Online Access:	http://hdl.handle.net/20.500.11937/3475

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