Regulatory focus and preference reversal between hedonic and utilitarian consumption

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Regulatory focus and preference reversal between hedonic and utilitarian consumption

This article explores the impact of consumers’ regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion-focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are...

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Bibliographic Details
Main Authors:	Roy, Rajat, Ng, S.
Format:	Journal Article
Published:	John Wiley & Sons Ltd. 2012
Online Access:	http://hdl.handle.net/20.500.11937/62147

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