• Management & Information Systems Review
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• v.30 no.4
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• pp.73-92
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• 2011

The purpose of this study was to investigate the differences of influence between luxury brand value and preferences according to consumers' regulatory focus. For data collection, research questionnaires were responded by females consumers living in Pusan and Ulsan. The collected data were analyzed according to the frequency-factor analysis using SPSS 14.0 for windows Package, the factor analysis using Varimax, reliability analysis, T-test, multi-regression analysis, and chow-test. The results were as follows: First, Based on an independent samples t-test, It was found that prevention-oriented respondents were significantly more qualify value and economic value than promotion-oriented respondents, promotion-oriented respondents were significantly more aesthetic value than prevention-oriented respondents. Second, concerning the worth of luxury brands that aesthetic value, qualify value, economic value, conspicuous value, and emotional value significantly affected the consumers' preference about luxury brand. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers' preference about luxury brand. Second, the study was to investigate whether the luxury brand value has an effect on the brand preference depending on the consumer's regulatory focus. The results showed that there were different perceived values of luxury brand preference between the promotion-focused and the prevention-focused consumers. The promotion focus group had the effect on conspicuous value and emotional value, while the prevention focus group had the effect on quality value and economic value for luxury brand preference.

• Asia Marketing Journal
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• v.15 no.4
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• pp.51-60
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• 2014

Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened- that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic variables that, in turn, affect the consumers' purchasing behavior in various ways. Previous research on consumer decision making investigates the differential role of regulatory focus as a series of stages. Regulatory focus theory posits that people depend on the two types of regulatory focus when pursuing goals: promotion focus vs. prevention focus. The former induces tendencies to recognize a goal as a hope and ideal, as something that satisfies the need for accomplishment, and to be sensitive to the presence of a positive outcome of the match and to match the pursuit of goals. On the other hand, the latter tends to regard a goal as the responsibility or obligation to achieve the goal, has a tendency to avoid failure to meet a target, and is sensitive to the presence of the negative consequences that do not reach the target. The following propositions are suggested: 1) The effect of higher accumulation effort level on delaying point redemption speed will be relatively more pronounced for customers with prevention focus. 2) The effect of higher accumulation effort level on large redemption unit size will be relatively more pronounced for customers with prevention focus. 3) The effect of higher accumulation effort level on hedonic redemption ratio will be relatively more pronounced for customers with promotion focus. Therefore, this research provides a moderating variable that has the potential to be used as a reference for market segmentation and affects the relationship between point accumulation effort and three sides of point redemption behavior. On this basis, the direction for the future research on this issue is recommended. Future research could verify these propositions conducting a survey of customers' propensity of regulatory focus in conjunction with the history of the loyalty program of data. This would provide a more realistic effect on the usage behavior of loyalty program consumers by providing useful implications for both marketing practitioners and researchers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.6
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• pp.119-130
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• 2021

This study is a study on the regulatory focus and entrepreneurship that affect entrepreneurial motivation under uncertainty. In the empirical analysis results between the prevention focus, risk taking, and economic entrepreneurial motive, which were not observed in previous studies in Korea, this study tried to supplementally verify the previous studies by focusing on the limitations of the sample suggested as limitations. In particular, under a special external environment where uncertainty is deepening due to COVID-19 and the economic situation is being severely hit, we regressively analyze regulatory focus and risk taking, which are innate personal characteristics that can affect entrepreneurial motives. The mediating effect of risk taking was demonstrated. As a result of the empirical results, it was found that the prevention focus, risk taking, and economic entrepreneurial motivation had a significant effect, and it was shown that risk taking had a mediating effect between the prevention focus and the economic entrepreneurial motivation. This result is meaningful as a result not observed in previous studies, and it is judged that the control focus, which is an individual characteristic with a large innate tendency, interacts with the risk taking of the acquired tendency to influence the motivation to start a business. The results of this study can be of practical help by understanding and concentrating on regulatory focus and risk taking when conducting entrepreneurship or entrepreneurship education programs to entrepreneurs who dream of or want to start a business amid the growing uncertainty of the external environment. On the other hand, it is necessary to confirm whether these results, which are different from previous studies, are the effect of sample diversity or the external environment such as Corona 19, and re-verification through additional research is needed in the future.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.167-174
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• 2013

In this study, we intended to show the interaction effect between brand reputation and chronic regulatory focus, and intended to show mederatory effect as an interaction as well as the main effect of two variable. To this end, Pulmuone(a high level of brand reputation) and Green(a low level of brand reputation) as parent brand and cosmetics as extention product were selected. The results of the study are as follows: The first, on brand extension evaluation, a high level of brand reputation was more positive than a low level of brand reputation. The second, brand extension evaluation was mere positive in the promotion focus group than in the prevention focus group. The third, In case of high level of brand reputation, there was no significant differences between the prevention focus group and the promotion focus group in brand extension evaluation. On the other hand, low level of brand reputation, there was significant differences between two variables. Therefore, we found the interaction effect between promotion focus group and prevention focus group.

• International Journal of Advanced Culture Technology
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• v.9 no.1
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.

• Journal of Fashion Business
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• v.19 no.6
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• pp.1-13
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• 2015

This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness. A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers' impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers' impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.1
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• pp.191-202
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• 2024

Self-efficacy is a major factor related to performance and needs to be improved in business and education field. This study explains the effectiveness of school career assistance to improve college students' self-efficacy. Furthermore, it demonstrates the moderating effects of grit and regulatory focus (promote and prevention). School career assistance is based on group support, and moderating variables in this paper are individual characteristics. In these group and individual dimensions, if the effectiveness of school career assistance varies depending on individual characteristics, schools will be able to establish self-efficacy improvement strategies more appropriate for individual students. School would understand individual characteristics such as grit and regulatory focus, then could make individual strategy for enhancing self-efficacy and performance. Hence, it is expected that the performance of school and student will improve through the self-efficacy improvement plan presented in this study.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.73-86
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• 2012

Consumers can have impression goals as well as defense goals. Those with impression goals could use social goals or opinions of others in a social context to determine their attitudes, and those with defense goals could maintain their existing attitudes and beliefs. Since people typically approach pleasure and avoid pain, there are two kinds of goal orientations depending on regulatory focus theory. Therefore, marketers could design advertisements for their products on the basis of two types of focus, promotion-focused and prevention-focused advertisements. This study aims to explore how consumers with different consumption goals evaluate an advertised product. The results of this study demonstrate that consumers with impression goals felt much more "right" about the product in a promotion-focused, rather than prevention-focused, advertisement, and those with defense goals, felt much more "right" about the product in a prevention-focused advertisement. Consumers with impression goals evaluated the product in the promotion-focused advertisement more favorably than in the prevention-focused advertisement, and those with defense goals evaluated the product in the prevention-focused advertisement more favorably.

• Science of Emotion and Sensibility
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• v.13 no.4
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• pp.669-676
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• 2010

Regulatory fit occurs when the way people act accords with their goal orientation the activity. When there is regulatory fit, to pursue a goal feels light and also increases the value of what a person is doing-value from fit. Value from fit can be transferred to other value experiences such as monetary value. Present research proposes that regulatory fit occurs when the domain in which a decision or an evaluation is made sustains the decision maker's chronic goal orientation, and this regulatory fit affects the value that he or she assigns to the object. In Experiment 1, participants with chronic promotion or prevention focus evaluated their preference and purchase intention on 14 design products including positive and negative emotional valences. Results showed that evaluations on the product design (promotion domain) were more extreme under promotion than prevention, F(1, 95) 4.87, p < .05. In Experiment 2 with 16 moral scenarios including prescriptive and proscriptive morality, prevention-focus individuals evaluated immoral behaviors as more immoral than promotion-focus individuals only in the proscriptive scenarios (prevention domain), F(1, 139) = 4.14, p < .05. In prescriptive scenarios, regulatory fit effect was not found. Findings from both experiments suggest that regulatory fit occurs when the domain of an issue that people engage in sustains their goal orientation.

• Fashion, Industry and Education
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• v.16 no.1
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• pp.1-18
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• 2018

The purpose of this study was to investigate the influence of consumers' regulatory focus on their perceived values of the product as well as shopping process, and willingness to invest resources for online mass-customized products. Data were collected using an online survey from 251 young adult consumers, particularly those who have prior purchase experience of mass-customized products. Interpretation of results indicated that consumers' promotion regulatory focus impacted their perceived values of the product (social, emotional, monetary, and epistemic but not performance), perceived values of the shopping process (hedonic and utilitarian), and willingness to invest more money, time and effort. However, as anticipated, prevention regulatory focus had no significant influence on the dependent variables. Researchers provide crucial implications for brands of online mass-customized products to segment their market based on regulatory orientation, as well as better cater to customer demands by positioning their products as offering benefits that specifically caters to the needs of such consumers.