Track

MVP

Presentation Type

Oral Presentation

Description

The purpose of this study is to investigate how different online apparel product display methods (product displayed on its own vs. product displayed with a model) impact consumer behavior and whether one or the other method is more or less effective. The purpose is addressed via the use of the regulatory focus theory. The results show that prevention-focused individuals prefer apparel products displayed on their own, whereas promotion-focused individuals prefer products displayed with models wearing them.

Share

COinS
 
Jan 1st, 12:00 AM

The Role of Regulatory Focus in Online Apparel Product Display

The purpose of this study is to investigate how different online apparel product display methods (product displayed on its own vs. product displayed with a model) impact consumer behavior and whether one or the other method is more or less effective. The purpose is addressed via the use of the regulatory focus theory. The results show that prevention-focused individuals prefer apparel products displayed on their own, whereas promotion-focused individuals prefer products displayed with models wearing them.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.