Chang, S. S. 2013. Consumer Choices for Various Types of Enhanced Products. NTU Management Review, 24 (1): 155-172. https://doi.org/10.6226/NTURM2013.JUL.C37
Shin-Shin Chang, Assistant Professor, Department of Business Administration, Chung Yuan Christian University
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.
Keywords
product enhancementself-regulatory focus