Consumer Choices for Various Types of Enhanced Products

Abstract

This research explores the impact of self-regulatory focus on consumer choices of various types of product enhancements. It is argued that distinct risk aversion orientation between promotion focus and prevention focus may frame diverse perspectives on gain and loss, thereby leading to different choice behavior when facing focused enhancement vs. general enhancement, and when facing alignable enhancement vs. nonalignable enhancement. Two experiments are employed in this research, and the results support the proposed hypotheses.