Track

CB

Presentation Type

Oral Presentation

Description

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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Jan 1st, 12:00 AM

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

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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