The Role of Regulatory Focus and Fit in Attribute-Based Evaluation of Apparel Products

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2017-01-01
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Hyun, Jonghan
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.

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The purpose of this study is to investigate the role of regulatory focus and fit in evaluation of apparel products bearing certain attributes. Our findings suggest that promotion-focused consumers attach more value to apparel products bearing attractive attributes, whereas prevention-focused consumers attach more value to apparel products bearing must-be attributes.

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