Department of Marketing, College of Business, Bryant University.
Department of Marketing, College of Business Administration, University of Central Florida.
J Exp Psychol Appl. 2022 Jun;28(2):329-340. doi: 10.1037/xap0000438.
Consumers often make trade-offs between experiential and material purchases, a choice which has important implications for consumers as well as marketers. The current research explores the effect of regulatory focus on such trade-offs. We find that promotion-driven individuals have a higher preference for experiential purchases than people with a prevention focus. This effect is demonstrated with a set of nine studies that utilize different operationalizations of regulatory focus and purchase type, including seven studies in the main text that use experimental data and two studies in the online Supplemental Materials that use real-world data (Instagram and Google Trends). Due to the variable nature of an experiential purchase, promotion-focused individuals are drawn to its numerous upside potentials, whereas prevention-focused people focus on its many downside potentials. Using both the mediation and moderation approaches, we show that the focus of attention on experiential purchases drives the observed effect. Finally, we demonstrate the evidential value of our findings with a p-curve analysis. (PsycInfo Database Record (c) 2022 APA, all rights reserved).
消费者经常在体验性购买和物质性购买之间进行权衡取舍，这种选择对消费者和营销人员都有重要影响。本研究探讨了监管焦点对这种权衡取舍的影响。我们发现，促进型个体比预防型个体更倾向于体验性购买。这一效应在一系列九项研究中得到了验证，这些研究采用了不同的监管焦点和购买类型的操作化，包括主要文本中的七项研究，这些研究使用了实验数据，以及在线补充材料中的两项研究，这些研究使用了真实世界的数据（Instagram 和 Google Trends）。由于体验性购买的多变性质，促进型个体被其众多的上行潜力所吸引，而预防型个体则关注其许多下行潜力。通过使用中介和调节两种方法，我们表明对体验性购买的注意力焦点驱动了观察到的效果。最后，我们通过 p 曲线分析证明了我们发现的证据价值。（PsycInfo 数据库记录（c）2022 APA，保留所有权利）。
